Miss Selfridge, through its inception in the 60’s, has become Britain’s leading mass young fashion label on the High Street with its “Fun, Funky, Quirky, Stimulating, Exciting” key characteristics. Riding on its success, the brand’s character and style are now repositioned to become even more distinctive, individualized, feminine and sassy. Not aimed at the mass market and being a boutique brand targeting shoppers whose average age is 24, Miss Selfridge works hard for its customers, ensuring it is giving them something different. Whether it is using designs from vintage print collections, sourcing its cloth from Rajasthan and Russia, or using its own graphic design team to create unique prints, Miss Selfridge take its inspiration from a variety of sources.

Apart from the change in the style of clothes, the overall look is also different. Gone are the pink hearts, which was used in the logo previously, it has reverted to the original 1960s font for the logo. “These may be just small details, but it changes the look and feel. We’re more grown up and we’ve added more designers. What we’re doing is going back to where it all started, but contemporizing it”, says Sim Scavazza, Head of Design, Miss Selfridge.