Miss Selfridge
Product brand
UnclaimedMiss Selfridge is a British womenswear fashion brand that began as a young-fashion concept within Selfridges and now operates as an online brand on ASOS.
Last updated August 26, 2026
Overview
Miss Selfridge is a British womenswear fashion brand with roots in the youth-fashion culture of 1960s London. It began in 1966 as a young fashion section at Selfridges department store in London, after Charles Clore, then the owner of Selfridges, encountered the “Miss Bonwit” concept at Bonwit Teller in New York. The idea was adapted for the British market and extended across Selfridges and Lewis’s stores, giving the brand an early department-store distribution network rather than beginning solely as an independent high-street chain. The brand was designed around fashion-conscious teenage and young adult customers. Its early visual identity drew on the cultural influence of model Twiggy and the graphic, rapidly changing style of the 1960s. Early products included paper dresses designed by Sylvia Ayton and Zandra Rhodes, reflecting the period’s interest in novelty, pop culture and disposable fashion. Miss Selfridge also commissioned Pierre Cardin to create four exclusive collections, helping establish the brand as a retailer willing to combine accessible youth fashion with prominent designer involvement. By 1967, Miss Selfridge had concessions in department stores across the United Kingdom, and by 1969 it had begun operating independent high-street branches. Over subsequent decades it developed into a recognizable young womenswear chain, selling dresses, tops, skirts, trousers, knitwear, outerwear, accessories, footwear and beauty-related products. Its marketing frequently relied on fashion imagery and celebrity or model associations. The brand was among the early retailers to feature Kate Moss in campaigns and later worked with figures including Naomi Campbell, Yasmin Le Bon, Tess Daly, Saffron Burrows and Nicollette Sheridan. It also pursued collaborations and cultural partnerships, including a 2005 capsule collection with Bella Freud and sponsorship of a Victoria and Albert Museum exhibition on 1960s fashion. Miss Selfridge changed corporate ownership in 1999, when Arcadia Group acquired it, together with Wallis and Outfit, from Sears plc. Philip Green took control of Arcadia in 2002. Under Arcadia, Miss Selfridge expanded its digital presence by launching an online shop in 2003, while its store and product performance remained uneven over the following years. The brand also marked its fortieth anniversary in 2006 with limited-edition makeup palettes linked to its “Kiss and Make Up” range, and in 2010 introduced a Gossip Girl collection developed with the television series’ stylist Eric Daman. The physical retail estate was gradually rationalized. A London flagship opened in 2001 near Topshop’s Oxford Circus megastore, but that location closed in 2019 and the brand was moved into the main Topshop store. Arcadia entered administration on 30 November 2020, placing Miss Selfridge and several other brands in a sales process. ASOS announced on 1 February 2021 that it had acquired the Miss Selfridge, Topshop, Topman and HIIT brands, together with existing and pre-ordered stock, while not acquiring the stores. The transaction resulted in the closure of all 70 Miss Selfridge stores and the retention of selected employees. Miss Selfridge was subsequently relaunched through the ASOS website and now operates primarily, or exclusively, as an online fashion brand rather than as a standalone high-street chain.
History
Miss Selfridge was created in 1966 as a young fashion section within Selfridges in London. Its development reflected the growing commercial importance of teenage and young adult consumers during the 1960s. Charles Clore, who owned Selfridges at the time, had seen a youth-oriented fashion display called “Miss Bonwit” at Bonwit Teller in New York and adapted the idea for British department stores. The concept was introduced through Selfridges and Lewis’s locations, allowing Miss Selfridge to reach customers through concessions before it became a more conventional retail chain. The brand’s early identity was closely linked to the visual language of the decade. Its first mannequins were based on the appearance of Twiggy, while early paper dresses by Sylvia Ayton and Zandra Rhodes captured the period’s experimental approach to fashion and consumer culture. Miss Selfridge also commissioned Pierre Cardin to design four exclusive collections. By 1967, concessions had been established in department stores around the country, and by 1969 the brand had opened independent high-street branches. During the following decades, Miss Selfridge became a specialist young-womenswear retailer. Its assortment broadened beyond dresses to include separates, denim, knitwear, outerwear, footwear, accessories and beauty products. Marketing remained an important part of the brand’s identity. It used high-profile models and actresses, including Kate Moss, Naomi Campbell, Yasmin Le Bon, Tess Daly, Saffron Burrows and Nicollette Sheridan. In 2005, the retailer collaborated with Bella Freud on a capsule collection influenced by menswear tailoring. In 2006, it issued limited-edition makeup palettes to mark its fortieth anniversary and sponsored the Victoria and Albert Museum’s exhibition on 1960s fashion. In 2010, it launched a collection developed with Eric Daman, the stylist of the television series Gossip Girl. Ownership changed in July 1999 when Arcadia Group purchased Miss Selfridge, along with Wallis and Outfit, from Sears plc. Philip Green assumed control of Arcadia in 2002. The brand launched an online shop in 2003, but its profitability was inconsistent within Arcadia’s portfolio. In physical retail, it opened a London flagship near Topshop’s Oxford Circus store in 2001. That location was closed in 2019, with Miss Selfridge moved into the main Topshop store. Arcadia entered administration in November 2020. Several potential buyers expressed interest in parts of the group, but ASOS ultimately acquired the Miss Selfridge, Topshop, Topman and HIIT brands in February 2021. ASOS bought the intellectual property and stock rather than the stores, and all 70 stores associated with the transaction were closed. Miss Selfridge was subsequently relaunched through ASOS and became an online-only brand, marking the end of its independent high-street store-chain era while preserving its name and fashion proposition within ASOS’s digital retail platform.
- 2021
ASOS acquires the brand
[1]ASOS acquires Miss Selfridge and related brand assets, excluding the physical stores.
- 2020
Arcadia enters administration
[1]Arcadia Group enters administration, placing Miss Selfridge into a sale process.
- 2019
Oxford Circus location closes
[1]The London flagship location closes and the brand moves into the main Topshop store.
- 2003
Online shop launches
[1]Miss Selfridge begins operating an online shop.
- 2001
London flagship opens
[1]Miss Selfridge opens a flagship store near Topshop’s Oxford Circus store.
- 1999
Arcadia acquires Miss Selfridge
[1]Arcadia Group buys Miss Selfridge from Sears plc together with Wallis and Outfit.
- 1969
Independent high-street branches open
[1]Miss Selfridge expands beyond concessions into standalone high-street stores.
- 1967
National department-store concessions develop
[1]The brand establishes concessions in department stores across the United Kingdom.
- 1966
Miss Selfridge begins at Selfridges
[1]Miss Selfridge launches as a young-fashion section within Selfridges in London.
Products and positioning
Trend-led, youth-oriented womenswear with a distinctly British high-street heritage. The brand historically combined accessible prices, fashion-forward styling, celebrity and model-led promotion, and occasional designer or entertainment collaborations. Under ASOS, its positioning is primarily digital and aimed at online young-fashion shoppers.
Womenswear · 1966
Dresses
Dresses have been central to Miss Selfridge since its launch, from the experimental paper dresses of the 1960s to later occasion, party, day and trend-led styles. The category has historically expressed the brand’s youthful, fashion-conscious identity and has been prominent in collaborations and promotional collections.
Womenswear
Women's separates
The brand’s broader womenswear assortment includes tops, blouses, skirts, trousers, denim, knitwear, jackets and coats. These products support seasonal outfitting and allow Miss Selfridge to combine trend-driven pieces with everyday high-street clothing.
Fashion accessories
Accessories and footwear
Accessories and footwear complement the clothing ranges and have traditionally included fashion-led items designed to complete occasion and casual looks. They remain part of the brand’s online assortment where offered through ASOS.
Beauty
Kiss and Make Up
Kiss and Make Up was a Miss Selfridge makeup range. Limited-edition palettes featuring successful products from the range were issued for the brand’s fortieth anniversary in 2006. The range is described as discontinued.
Marketing campaigns
- 2010Gossip Girl Collection
United Kingdom
Miss Selfridge worked with Eric Daman, the stylist of Gossip Girl, to create an eight-dress collection based on the styles of the show’s four principal female characters.
Outcome. Television-linked capsule collection.
- 2006Fortieth-anniversary makeup promotion
United Kingdom
To mark forty years of the brand, Miss Selfridge promoted limited-edition makeup palettes based on products from its Kiss and Make Up range.
Outcome. Anniversary limited edition; the makeup range was later discontinued.
- 2006Victoria and Albert Museum 1960s fashion exhibition sponsorship
United Kingdom
Miss Selfridge sponsored the Victoria and Albert Museum’s exhibition on 1960s fashion, linking the brand to the decade that shaped its original identity.
Outcome. Partnership continued through 25 February 2007.
- 2005Bella Freud capsule collection
United Kingdom
Miss Selfridge collaborated with Bella Freud on a capsule collection inspired by Freud’s menswear tailoring and characterized by a deliberately unconventional elegance.
Outcome. Limited capsule collaboration.
Brand decisions
2021
ASOS acquires Miss Selfridge without its storesM&ABackground
Following Arcadia Group’s administration, ASOS pursued a brand-focused acquisition rather than buying the associated physical retail estate.
Action taken
ASOS acquired the Miss Selfridge brand and related stock as part of a transaction covering several Arcadia brands. The stores were excluded and subsequently closed.
Aftermath
Miss Selfridge was relaunched on ASOS as an online brand, ending its operation as a standalone high-street store chain.
Transaction consideration. £265 million for the brands, plus £65 million for current and pre-ordered stock (Announced 1 February 2021)
Recent events
- 2021
ASOS enters exclusive talks for Miss Selfridge and other Arcadia brands[1]
M&A
ASOS announced that it was in exclusive discussions to acquire the Miss Selfridge, Topshop, Topman and HIIT brands from Arcadia’s administrators without acquiring their store estates.
- 2021
ASOS acquires the Miss Selfridge brand[1]
M&A
On 1 February 2021, ASOS announced the acquisition of Miss Selfridge and related brands out of administration, including existing and pre-ordered stock. The deal excluded the stores, which were subsequently closed.
- 2021
Miss Selfridge relaunches on ASOS[1]
Product launch
Following the ASOS acquisition, Miss Selfridge returned as an online fashion brand on the ASOS platform.
- 2020
Arcadia Group enters administration[1]
Bankruptcy
Arcadia Group entered administration on 30 November 2020, placing Miss Selfridge and other fashion brands under a formal insolvency process.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/miss-selfridge · Editorial policy · How profiles are compiled