On previous occasions when I've had time to kill in London, I have found myself wandering from floor to floor perusing the gorgeous collections on display. I love seeing when you approach the store, the hoards of people carrying bright yellow (109 pantone to be precise) shopping bags; a massive marketing ploy screaming "Come shop inside."
When you walk into the store - as with Harrods and Libertys - you are always conscious of the history behind the brand.
Above, an image of a roof garden fashion show during the 1920s, demonstrates Selfridges' fondness for fashion luxury. The image below shows people peering through the famous Selfridges windows at a dress on display just as clothes rationing was began in 1941.Selfridges is celebrating it's birthday by calling on a host of designer friends to create limited edition pieces all in the signature Selfridges yellow.
For this entire month, designers such as Paul Smith, Jimmy Choo, Marc Jacobs and Mulberry will have their designed items on sale exclusively in Selfridges.
One of the most hyped up pieces is a patent leather dress by Giles Deacon (costing £1500) which many staff members will be sporting throughout May.
The store has also commissioned British designers Dame Vivienne Westwood, Stella McCartney, Giles Deacon and Paul Smith to design them some limited edition carrier bags. I am tempted to fly down to London just to experience the celebrations - yellow oragami aeroplanes will decor the store and DJ sets from Henry Holland are also on the cards. And perhaps I could get one of those carrier bags - a certain future collector's piece.