It’s Stylish to be Sustainable at Project Ocean

25 May

Walking down Bond Street last week I was instantly drawn to Selfridges, and not for the shoes on this occasion.

The huge lettering ‘No more fish in the sea’ attracted my attention. As I approached the store I found the display mesmerising; a merry-go round of sea creature-shaped balloons and a seaside scene complete with a fishmonger selling fish & chips and pretty shells.

This is Project Ocean. Selfridges are using their power for good and raising awareness of a subject which is so often bypassed. Its aim is to encourage buyers to follow the seven C’s:

Commit to becoming carbon neutral; conserve by upgrading to energy saving appliances; consume consciously by reducing, re-using and re-cycling; communicate about the impact of change on the ocean; challenge yourself daily to cut your own carbon emissions; connect by volunteering with a local watershed or ocean group; and celebrate World Oceans Day.

A lot of the focus of the project is centred around Selfridges food court, where there is cooking demonstrations running from 16th May to 8th June from celebrity chefs and chains such as Yo! Sushi following international guidelines for preserving the overfished oceans.

As a vegetarian I don’t eat fish, yet there were still plenty of things for me to do. The lobster hat that Philip Treacy made for Lady Gaga displayed in the Wonder Room being one. I could also have named a fish in the virtual tank, reminding me of the star my sister named after me as a child.

Top buys include a “No more fish in the sea?” t-shirt designed by fashion activist Katharine Hamnett or a fish charm bracelet from jeweller Stephen Webster.

So far the campaign has raised £68,759.

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