Miss Selfridge is turning 60! And as someone who’s been part of the Miss S journey for the last 22 years, I couldn’t let the occasion pass without a little celebration.
I joined Miss Selfridge in 2004 as an Assistant Buyer, when Oxford Street was at the heart of British fashion, and a shopping trip was still considered a legitimate weekend activity. What I didn't realise then was that I was joining a brand that had already spent decades shaping the UK high street.
Because Miss S has never been just a fashion brand. It's a British original.
A brand born in the Swinging Sixties that is still standing today, dressing generations of women for first dates, first jobs, first nights out, bad decisions, good decisions and everything in between. We've seen trends come and go, hemlines move dramatically in both directions, and more pairs of going-out heels than anyone could reasonably count.
One of the biggest chapters in our story came in 2021, when ASOS welcomed Miss Selfridge (and all of us already there) into its family, ensuring this iconic British brand could continue inspiring a whole new generation of fashion lovers while staying true to the spirit that made it so special in the first place.
Yet somehow, through all the changes, Miss S has remained exactly what it set out to be back in 1966: bold, youthful, confident and unapologetically fun. And over the years, Miss S has been responsible for some genuinely iconic fashion moments:
- Opening its first concession in Selfridges in 1966 and smashing its trading target in just two months.
- Victoria Beckham's iconic Wannabe dress? Yep, that was Miss Selfridge. And got the world thinking it was Gucci!
- Creating paper dresses designed by Zandra Rhodes.
- Commissioning exclusive collections from Pierre Cardin.
- Launching the first fashion retailer-owned make-up range, Kiss and Makeup!.
- Giving Naomi Campbell her very first advertising campaign.
- Photographing Kate Moss before Calvin Klein came calling.
- Becoming the first high street retailer to advertise on a London Routemaster bus.
And then there was the magic that happened behind the scenes. One of my favourite examples is the 2010 Gossip Girl collaboration, where Miss Selfridge partnered with the show's stylist, Eric Damon. At the time, Gossip Girl wasn't just a TV show, it was the fashion obsession, and suddenly we were bringing a little Upper East Side glamour to the British high street. It felt like one of those moments where fashion, culture and entertainment all collided in the very best way.
I've been lucky enough to experience a few unforgettable moments myself: travelling to Ibiza for the Hed Kandi launch, being part of the V&A celebrations, and witnessing first-hand the energy, creativity and ambition that have always been part of Miss S.
What I've always loved most is that Miss S has never really played it safe. From dressing girls who wanted to stand out, to collaborating with cultural icons, to helping define entire eras of British style, there has always been a little rebellious streak running through the brand.
And honestly? After 60 years, she's earned it.
So, here's to six decades of confidence, creativity, individuality and unforgettable outfits.
Happy 60th Birthday, Miss Selfridge. Still iconic. Still unmistakably British. Still turning heads.