The Most Famous Fashion Window Display
Sometimes doing things the right way gets noticed.
After 2.5 years of persistence, setbacks, and more than a few moments where quitting felt easier, Good Citizens found itself somewhere we never imagined. Front and centre in the most famous fashion window display in the world. Right next to Prada.
Yes, really.
While we were in Sydney inventing a way to turn a discarded 600ml plastic bottle into a pair of wearable sunglasses, complete with tears, sweat, and even breaking the family car’s suspension hauling tools back and forth, Selfridges in London were quietly watching our journey.
Five months after launch, they invited us to do something extraordinary. An exclusive launch with Selfridges and a full window display beside Prada. A little Australian brand rubbing shoulders with the biggest names in global fashion.
Selfridges has been recognised as the best department store in the world four times. Its 14 iconic window displays change just four times a year and are widely seen as a signal of what fashion cares about next. These windows are not just displays. They are statements.
So why Good Citizens?
Speaking to The Australian Business Review, Selfridges’ Director of Accessories, Eleanor Robinson, explained that they actively search for new talent, whether it’s a global name or a small start up. As a father and son duo working to change the norm, they wanted to give us the best possible opportunity to launch in the UK.
Not only were we given a window for three months, our glasses were also stocked inside, alongside some of the most respected eyewear brands in the world. Brands we had admired from afar, now sitting next to frames made in Sydney.
To be stocked by Selfridges is special. To be given a window is next level. It showed us that style and doing the right thing do not compete. When done properly, they belong together.
If you happen to be in London, go check out our window and visit us on the Ground floor.