A series of bespoke artworks and animations created for each of Selfridges’ 2025 calendar moments. Alongside a versatile graphic toolkit, these pieces were showcased across the brand’s website, social media, and throughout stores in London, Manchester, and Birmingham.

The collection includes a grown-up Cupid for Valentine’s Day, a radiant Mother Sun surrounded by flowers for Mother’s Day, a decorative arch for Eid, and playful flying Easter egg balloons — each artwork designed to bring a unique sense of celebration to the season.