Fashion In The Ocean

One campaign which has been a great inspiration to me the past month has been Project Ocean hosted by Selfridges. The campaign is about protecting the ocean from over-fishing and poor fishing practises. But it isn't all sorrow and gloom, you will not find any hassling charity box collectors or stale raffles at this fund and awareness raising bonanza, it is Selfridges after all.

The Project Ocean experience begins with Selfridges always masterful window displays. This is then swiftly followed by a Project Ocean awareness exhibition which involved sitting inside a human size 'fish net' and watching an intense video about pirate fishermen who steal millions of tones of fish from protected waters where the communities depend on the fish for food and income. This leads on to an area where one can either make a donation on its own or purchase one of the tasteful and fashion savvy items of merchandise from discreet turquoise bracelets to SAVE THE OCEAN tees. There was then a mechanical whale buckeroo where for a donation of one pound you can ride the whale all the while being cheered on by the staff dressed as American lifeguards. I had a go of course and I couldn't have enjoyed it more, I definatly recommend the whale for a good giggle.

Potentially the best part of the Project Ocean for me was the ocean inspired fashion exhibition which hosted designs by the likes of Alexander Mc Queen. I was falling in love with all of the golden textures and avante garde designs. My favourite piece in the exhibition was the iconic Phillip Tracey Lobster hat as donated by Lady Gaga herself. I did not realise how bejewelled or quite how bedazzling the hat was until I saw it up close.

This is a fantastic campaign that I could not support enough. Selfridges have been so creative and inspiring in their approach to both the fundraising element and the awareness end. Any fashion concious lady or gent should pay Selfridges a visit and embrace everything that is, Project Ocean.

Image Ownership: Watermelon Fox