#MustSeeOfTheWeek! Hot Air, Selfridges’ own broadcasting platform, has commissioned a short film which explores the concept of luxury from the singular point of view of contributors from diverse creative universes. The film focuses on three established talents, chosen for their radical approach to their life and art. The result is a visual hybrid documentary short film, consisting of in depth interviews, poetry, and beautifully designed visual metaphors for each of the main pillars. The contributors are: fashion designer Gareth Pugh; American performing artist, rapper and activist Mykki Blanco; choreographer, director and artist Holly Blakey; poet and performer Lilly Ashley and dancer Sophie Appollonia.
In an era of high-speed living, digital overload and people feeling stretched across various aspects of their lives, The Greatest Luxury looks at the importance of doing small things that make you feel good – those everyday luxuries that are more about self-worth than (as we often worry) being selfish. All three of the cast have created exceptional work, stayed true to their vision and how they live their lives. For that reason, director Kathryn Ferguson wanted to go back to basics and find out how they felt about the word on a personal and emotional level.
Working with Kathryn on this film was an opportunity to pinpoint what the idea of luxury means to me. The results were surprisingly personal – my most treasured luxuries being escape, freedom and clarity
Celebrating the concept of luxury as something that’s as individual as ourselves, The Greatest Luxury reclaims luxury as something personal, emotional and liberating.
It is the audio and video arm of our brand voice. It provides us with a platform to share our option and a place to show the world what we stand for. “The Greatest luxury” is a continuation of the series of films we’ve been making for the past four years. Visual questioning and engaging films that leave the viewer thinking more deeply – past subjects include non-binary ways of dressing, redefining beauty and body image. These films have won multiple awards and past contributors have included Wayne McGregor, Michele Lamy, Zahid Hadid, Neneh Cherry, Hari Nef, Dev Hynes, Ryan Heffington and Charlie Craggs and many more.
Belfast born Kathryn Ferguson is an award-winning Film Director. Kathryn has made many films for fashion designers, international brands and musicians including Chloé, Amnesty International, Selfridges, Vogue, Air France, Dev Hynes & Neneh Cherry, Nike, Sinead O’Connor, Sony, Lady Gaga and SHOWstudio. Kathryn creatively re-imagines storytelling by stretching the conventions of cinéma vérité. Her work is focused around creating more positive representations of women, identity and diverse casting within fashion, music and advertising. In 2017 Kathryn was awarded a Gold Creative Bravery Award at the Kinsale Shark Awards for her Amnesty International Film “25 Annoying Things”. Kathryn’s newest short film “Taking The Waters” will launch at film festivals from June 2018.
The whole experience was empowering and really made the idea of luxury feel “relevant”. We’re living in a time of so many social reforms where taboos have elegantly become norms and where I believe luxury is inclusive. Luxury is for ALL!