Project Ocean

Today Selfridges Birmingham launcheed Project Ocean – a fashion, food and fund-raising initiative to save dwindling fish stocks. The initiative challenges the public to imagine a world with “no more fish in the sea”.

Curated by Selfridges’ Creative Director Alannah Weston, in collaboration with the Zoological Society of London (LSL), the project aims to raise awareness of the threat to our oceans, in an approach that hopes to change customer habits. An urgent public wake-up call is set to address issues of overfishing and marine protection, driven by the prospect of the world’s major fisheries collapsing in 2050.

Running from 11th May to 12th June, Selfridges Birmingham joins up with Selfridges in London and Manchester to launch Project Ocean, which will see famous activists from the world of art, fashion and culinary in support. Fashion designer Katharine Hamnett will be selling specially commissioned No More Fish In The Sea? T-shirts, aiming to engage customers, along with entertainment from frogmen marching the stores hallowed aisles. The non-stop buzz will help convey the pressing messages over the campaign.

The Gallery Moet Bar & Restaurant, housed inside Selfridges Birmingham, will be launching a new range of sustainable fish-based dishes including pan fried rainbow trout and Cajun spiced red mullet, introducing an ongoing responsible sourcing policy to help educate customers. In addition, a free Project Ocean Fish Guide will be available throughout the store, suggesting which fish to eat and which fish are under threat, in aid to change the general publics’ dieting habits.

The project has already set up a marine reserve in the Philippines, creating a safe haven for endangered fish. Birmingham shoppers will be encouraged to donate directly to Project Ocean by purchasing campaign ribbons and other accessories, helping raise money to create other marine reserves.

The new Project Ocean menu at Selfridges Birmingham
-Pan fried rainbow trout fillet with Waldorf salad – £9.95
-Cajun spiced red mullet, sauté potatoes, pepper sauce – £9.95
-Grilled fillet of dab with crushed potato, green beans and salsa verde – £9.95
-Hot smoked fish pie with English asparagus salad – £8.95


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