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Think Selfridges, and your mind will no doubt flash to the store's slick, sunshine-yellow shopping bags with black type. Despite being so synonymous with branding, however, the luxury department store is shaking things up this month by casting off some of the most iconic logos in the world in the name of a visual little peace and quiet.
We've told you before about the store's hush-hush (literally) No-Noise installation, but it seems Selfridges' commitment to creating some sort of nurturing, post-holiday white noise isn't limited to shushing shoppers in the Silence Room. With the arrival of The Quiet Shop, store visitors can also seek solace in a sharply curated mix of minimalist designs (dubbed "The Quiet Edit") from the likes of Jil Sander and Vaseline.
Then there's "De-Branded Design," a shoppable selection of beloved beauty, style, and lifestyle items, which are wholly recognisable until you realise the packaging is missing the famous brand logos we've come to know and love.
Will beauty mavens still fork over £190 for a pot of Crème de la Mer emblazoned with just a pale pink streak? Will foodies love or hate Marmite plastered with a naked label? And should we really be heading to Selfridges to buy a tin of beans from (we think) Heinz? The mind reels...
Click through for a sneak peek at the logo-less goodies in store.
When we look to other countries for "secret" drugstore beauty products, the usual suspect is France. But, why do we stop there? With hordes of beauty junkies cluing into products like Lucas’ Papaw in Australia and Clio mascara in South Korea, it’s become abundantly clear that there are other beauty brands on the map read
Ask any fashion person what he or she is shopping and, well, you'd better carve out a few hours to listen. As members of that style crew, our biggest highs come from the release of new collections and collaborations, and we’ll tell anyone who cares just a little (or simply pretends to) about the buys we have our eyes on read