Selfridges unveils short film as part of Radical Luxury campaign
Part of the Radical Luxury campaign, which has also seen the luxury department store install a pop-up gym on the lower ground floor of its Oxford Street branch, the short film consists of in-depth interviews, poetry and visual metaphors.
Alongside performances by Lily Ashley and dancer Sophie Apollonia, Pugh, Blanco and Blakey talk about their own concept of luxury as an element of their radical approach to life and art.
The Greatest Luxury film looks at the importance of doing the small things that make you feel good - the everyday luxuries - and reclaim luxury as something personal, emotional and liberating.
The film was directed by Kathryn Ferguson, who has previously worked with some of the world’s most famous fashion and celebrity names, including Chloé, Vogue, Nike, Sinead O’Connor, Lady Gaga and SHOWstudio.
Gareth Pugh commented: “Working with Kathryn on this film was an opportunity to pinpoint what the idea of luxury means to me. The results were surprisingly personal - my most treasured luxuries being escape, freedom and clarity.”
Mykki Blanco added: “The whole experience was empowering and really made the idea of luxury feel “relevant”. We’re living in a time of so many social reforms where taboos have elegantly become norms and where I believe luxury is inclusive. Luxury is for ALL!.”
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