SELECTED ‘Wardrobe Reset’ Campaign
Across the UK, Fenwick’s windows are lighting up…
January 2026 Fenwick and SELECTED expanded their partnership with a nationwide omnichannel activation spanning all eight stores and fenwick.co.uk. Anchored in SELECTED’s ‘Wardrobe Reset’ campaign, which promotes a mindful approach to everyday style and sets a purposeful tone for the start of the year. The partnership included window takeovers, refreshed shop fits and pop-up spaces, a programme of in-store styling moments and customers events. These physical activations were supported by Fenwick’s digital platforms and social channels, with curated content designed to highlight SELECTED’s collections, styling approach and campaign storytelling.
Søren Riisberg, Head of Region North/West at Selected, adds: “Alignment between our brand values and partner environments is central to our long-term partner strategy. Fenwick is a highly valued partner and expanding our branded spaces together marks an important step in positioning Selected even stronger in the UK market.”
Results:
Takeover of 8 Fenwick store windows with a total store footfall of 2.7M.
94% product sales uplift versus 2025.
Homepage traffic during partnership of 276.4k.
SELECTED article page, a dwell time of 2mins 20second on article 1.
Solus emails to 326k email database with open rate of 66%.
Two influencer partnerships with a following of 175k.
40 attendees at SELECTED Newcastle event.
18 influencers in attendance at the SELECTED event with a regional following of 1.7million.
40 influencers Instagram stories and 3 grid posts.
Fenwick and Selected agreed to larger permanent shop fits or mat space for Selected within the Fenwick stores, as part of a continued partnership agreement.
Founded in Denmark in 1997, SELECTED is known for its contemporary Nordic approach to menswear and womenswear, blending clean design, quality craftsmanship and modern tailoring. Rooted in Scandi minimalism, the brand creates versatile, elevated wardrobe essentials designed for everyday life. Key pieces across the collections include refined tailoring, premium knitwear, elevated denim and modern outerwear, designed to move seamlessly between work, leisure and social moments.
