Selfridges launches biggest sustainability edit including items from Stella McCartney and Ganni

British retailer introduces labelling system to help shoppers make eco-friendly choices

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Selfridges is helping its customers make more sustainable choices with its new eco-friendly fashion edit, which contains more than 3,000 products from brands across fashion, homewares and beauty.

The British retailer has chosen items from more than 100 brands, including Stella McCartney, Ganni and Calvin Klein, in order to champion environmentalism and help consumers move away from investing in fast fashion.

The announcement comes as research conducted by Selfridges found that almost three-quarters of consumers think retailers could do more to educate them on making more sustainable choices.

Selfridges’ new edit forms part of the retailer's Buying Better labelling scheme, which tells shoppers how the items they’re purchasing are helping the environment.

The categories include: Responsible Leather, Reducing Waste, Vegan, Forest Friendly, Supporting Communities and Cruelty Free.

Responsible Leather will highlight which leather products have been made using eco-friendly production methods, such as London-based accessories brand Yuzefi.

Brands included in the Reducing Waste category will be ones that help to preserve natural resources and create products using recycled waste, such as Phine Jewellery, which uses recycled sterling silver for its pieces.

There are plenty of beauty offerings in the Vegan category, thanks to the rise of cruelty-free brands such as Doers of London and Milk Makeup, while Forest Friendly brands (ones that use materials derived from sustainably managed forests) include Scandinavian label Samsoe & Samsoe.

Daniella Vega, director of sustainability at Selfridges, says: “We know our customers care more than ever about the products they buy and they want clear information from us about them.

“With just 10 years left to secure a sustainable future, collaboration – from working with our brands to create products which are better for people and the planet, to being part of cross-industry coalitions such as the Fashion Pact of which we are a founding signatory – is key to achieving the level of change we need to see.”