Selfridges’ New Film Reimagines a Christmas for Modern Times

by SHOWstudio on 4 November 2019

Watch Noomi Rapace, Miguel and Lil Simz as they celebrate the future of Christmas with the luxury department store.

Watch Noomi Rapace, Miguel and Lil Simz as they celebrate the future of Christmas with the luxury department store.

Selfridges Future Fantasy campaign

The weather is feeling frosty, Halloween is officially over and come 5pm the sun has set - the festive season has officially begun! To celebrate, Selfridges has released Future Fantasy, a film as part of their 360-holiday campaign, that explores a modern take on the season.

Set 1,000 years from now, Future Fantasy stars some of the most current and exciting names in fashion, film and design, envisioning what our festivities might look like in the future. The film, directed by Nabil Elderkin, stars Swedish actress Noomi Rapace and musician Miguel gallivanting around a Daniel-Arsham-designed space entitled The House. The film is comprised of 8 scenes and follows a party hosted by Swedish actress Noomi Rapace and singer Miguel as they move from a dinner set to a raucous house party.

Noomi Rapace in Future Fantasy, courtesy of Selfridges

Alongside Rapace, Miguel, and Arsham, Future Fantasy features a cast of 60 interconnected friends from across the creative industries. 'A great party always starts with great people. Then you add a little bit of tequila, good music, a great setting and then you’re off to the races.’ says Miguel.

Faces in the scenes include Dior Homme creative director Kim Jones, magazine founder Jefferson Hack, fashion show producer Etienne Russo and model Adesuwa decked out in brands such Gucci, Valentino, Acne and Calvin Klein whilst enjoying the spirit of the holidays. Speaking on the eclectic mix of guests Rapace explains the casting decision as ‘a mix of my family, my friends, from different places in the world because that’s what Christmas is for me. It’s brilliant minds coming together.’

Accompanying the visuals is a spoken word voiceover performed by musician Little Simz. 'Now and 1000 years from now, Christmas is a time to spend with your family, whoever they may be.’ Simz recites in film. The ad-libbed story tells an alternative Christmas tale, for modern times and beyond.

Miguel in Future Fantasy, courtesy of Selfridges
Daniel Arsham in Future Fantasy, courtesy of Selfridges