Selfridges Gears Up for Christmas With Ugg, Unveils Artsy Window Displays

The Selfridges Corner Shop is getting cozy for the winter season with Ugg.

The Deckers-owned footwear brand has taken over the space until Dec. 7 by turning it into an igloo with comfy brown sofas and using the same fluffy materials that’s used in their shoes on the Christmas trees.

The brand has put a variety of products on display at the Corner Shop including the new Ugg Extreme collection that consists of cold weather shoes and apparel.

For a limited amount of time, the brand brought out new exclusive styles from its collaboration with Telfar. The new pieces come in colorways of black and chestnut, as well as denim.

To celebrate the opening, Ugg has invited British singer-songwriter Griff to perform a special acoustic set.

The luxury British department store is gearing up for the festive season and has already announced that this year’s theme for the store is “More the Merrier.”

Selfridges has summoned a Christmas team to bring the lights and magic alive.

Costume designer Max Allen has designed the outfits for Santa and the Selfridges Christmas entertainers; Emily Pugh has been enlisted as a Christmas tree stylist; the Oxford Street windows have been created in collaboration with the artist Andrew Logan with additional contribution from fashion designer Charles Jeffrey and the artist Flaminia Veronesi.

“The festive season at Selfridges is an antidote to the mundane; it’s our vibrant crescendo to 2024 as we transform our stores into high-octane wonderlands. We’ve collaborated with an incredible host of artists and creatives, bringing together different tastes and trends in an ode to imagination and a celebration of maximalism. We want our customers to share in this joy and to help them live brighter this Christmas,” said Laura Weir, Selfridges chief creative.