Selfridges: Project Ocean - Washed Up (London, UK)

As you all know, the fashion and retail industry is at its best when it doesn't just present the world with pretty clothes, but fights for a charitable cause. This May and June, Selfridges launched a special campaign titled 'Project Ocean' that saw the department store tackle the problem of over-fishing and poor fishing practices. Partnering with over 20 environmental and conservation groups, the main goal was to celebrate the beauty of the ocean, help the general public understand the threats to the ocean and make positive choices about the right fish to buy and eat.

As part of Project Ocean, Selfridges is raising money for the Zoological Society of London to create Marine Reserves – protected areas in the ocean set aside as safe havens for fish and their ecosystems. In addition, the store is featuring a host of activities including everything from celebrity chef cooking demonstrations to craft events for children. But the event that immediately caught my eye, was the 'Washed Up' fashion exhibition, curated by Judith Clark.

Overview of the exhibition space. The pieces were displayed in glass tanks, while visitors walked along wooden planks surrounded by corals.

Housed in the concept store, the exhibition showcases the most interesting ocean inspired pieces from big-name designers such as Alexander McQueen, Hussein Chalayan and Gareth Pugh to name a few. Also on display is Lady Gaga's famous lobster hat, designed by Philip Treacy. According to Clark "it is a rare opportunity for a curator of dress to be able to draw attention of such great political importance and urgency”. Having visited this exhibit last weekend, I was stunned by how incredible the exhibition space looked and think Clark did an excellent job. The haunting and desolate backdrop of driftwood and dead coral (salvaged from customs after it was seized from illegal smugglers) provided a stark contrast to the exquisite pieces on display and highlighted the critical environmental issues of Project Ocean. The corresponding window display was equally striking. Each set of designs was categorized into groups such as 'The Deep' or 'Atlantis', depending on what the pieces were inspired by, and an accompanying fact sheet gave additional information on the subject.

Radiolarum: Hussein Chalayan / The Deep: Hussein Chalayan

Left: Hussein Chalayan- Bubble Dress FW07/08. Right: Hussein Chalayan- LED Dress, February 2009 (made of 15 000 LED lights under fabric), both in collaboration with Swarovski.

Underwater Flora: Maison Martin Margiela, John Rocha / Oil Spill: John Rocha

Left: Maison Martin Margiela Artisanal- Flora Dress FW11/12, John Rocha- Reef Dress SS11. Right: John Rocha- Black Reef Dress FW10/11

The Beach: Jean-Charles de Castelbajac, Mariel Manuel

Top: Jean-Charles de Castelbajac- Shark Dress SS10. Bottom: Mariel Manuel- Lobster Bodybuilder Ensemble (left) and Octopus Dress (right), both from the 'Keep Your Eye on the Doughnut' collection, 2010.

Structure & Geometry: Junya Watanabe, Sandra Backlund, Iris van Herpen

Top: Junya Watanabe- top, private collection (left), Sandra Backlund- Origami top, Ink Blot test paper (right).
Bottom: Iris van Herpen- 3D printed top and skirt, Crystalization collection.

Texture: Gareth Pugh, Iris van Herpen

Left: Gareth Pugh- Fisch Scale Dress SS11. Right: Iris van Herpen- RI011, Radiation Invasion, Ecco Leather, Porcelain Treatment.

Atlantis: Alexander McQueen, Andrea Cammarosano

Top: Alexander McQueen- Jellyfish Print Ensemble (left), Plato's Atlantis SS10. Andrea Cammarosano- Seaweed Dress, Serenada Moleculare 2008 (right). Bottom: Alexander McQueen- Jellyfish Dress, Plato's Atlantis SS10.

Octopus: Iris van Herpen

Iris van Herpen- Octopus Dress, Escapism Couture.

The Water's Edge: Vintage / Looking Out To Sea: Vintage

This category focused on the history of swimwear and seaside inspired leisure dresses. From left: Blue & yellow skirted swimsuit 1820s, Swimsuit C 1900, Blue & white striped bustle dress 1870s, 'Stored' dress with abstract fish motif 1850s.

Hats

Left: Philip Treacy- Lobster Hat, courtesy of Lady Gaga. Top: Naomi Filmer- Crystal Swimming Cap. Right: Stephen Jones- Sway Hat (right).

Top: 1920s Brain Coral Cloche; Judith Clark- Pearl Waves: A Hypothetical 1930s wig (embroidery: Rosie Taylor-Davies).
Bottom: Stephen Jones- Beach Comber Hat; Philip Treacy- Zero Gravity Hat.

From left: Philip Treacy- Feather Ocean Worm Hat, Justin Smith Esquire- Rope Octopus Hair, Emma Yeo- Swan 20 Headdress, Stephen Jones- Shoal Hat, Justin Smith Esquire- Rope Beach Bonnet.

Stephen Jones- Fish Mobile Hat.

From left: Dai Rees for Alexander McQueen- Echinoderm Headdress, Emma Yeo- Dragonfly 9 Headdress, Zana Gorman- Headdress, Zara Gorman- Shell Hat, Philip Treacy- Leaf Hat.

If you happen to be in the London area, I'd highly recommend a visit (the exhibition ends June 8). As a fish eater and scuba diver, I had witnessed the damage done to the marine world, but wasn't all too aware of which species were actually endangered. If you're not in the area or still want to play a part in rescuing the ocean, you can donate to Project Ocean here or inform yourself as to what type of fish you should and shouldn't eat. Selfridges has not only created a free pocket guide, available in their stores, but also designed a (free) iPhone app, complete with a fish guide, fish recipes (yum!) and restaurant reviews. And lastly, if you want to make a real statement, you can also purchase special edition Project Ocean items, including totes, tees and shoes online.