Selfridges is giving six emerging artists the chance to take over its Oxford Street windows next spring, as part of a new partnership with magazine Dazed.
Selfridges has launched an open call for creatives aged 18 to 35, with the winning artists set to transform its famous window displays into their own installations for three months from March 25, 2027.
The initiative is open to photographers, filmmakers, fashion designers, painters, sculptors, set designers and other visual artists, with both individuals and collectives encouraged to apply.
Shortlisted applicants will receive £1,000 to pitch their ideas to a panel of industry figures and representatives from Selfridges and Dazed.
Six winners will then be awarded a £3,000 creative fee and a separate production budget to bring their concepts to life, working alongside the department store’s creative team.
Their work will remain on display until June, with Dazed also showcasing the projects across its digital channels.
Selfridges creative director Will Wyness said the initiative would give young artists access to an audience far beyond that of a traditional gallery.
“Selfridges’ Oxford Street windows are among the most famous visual spaces on Earth,” he said.
“We want to discover unfiltered new talent and give them the scale they deserve, bringing a wave of pure creative energy to Oxford Street.”
The project builds on Selfridges’ longstanding use of its store windows as a platform for art, culture and experimental retail.
Last year, the department store worked with the Sarabande Foundation, established by the late fashion designer Alexander McQueen, to showcase work from emerging artists through its House of Bandits takeover.
Its 2025 Summer of Sound programme also turned its Oxford Street windows into music-inspired installations, alongside live performances, artist collaborations and exclusive merchandise.
The latest partnership takes that approach further by inviting young creatives to develop their own concepts, rather than commissioning artists through the department store’s existing network.
Dazed editor-in-chief Ted Stansfield said the initiative would help emerging talent reach new audiences.
“This open call is a chance to discover some of the most exciting talent out there, giving selected artists a platform to reach new audiences and take their careers to the next level.”
Applications opened on October 16 and close at midnight on Friday, October 23.
Artists must submit examples of their work alongside an explanation of what inspires them, what the opportunity would mean to them and how they would use the window space.
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