Selfridges is one of the most iconic and recognisable UK shopping destinations. Ever since it’s foundation in 1909, the five-story ‘shopping heaven’ is emblematic of luxury and exclusivity. Along with stocking some of the world-renowned brands, Selfridges is also actively engaging in philanthropy.

The store has once again welcomed a host of celebrities on its grandiose shop floor to raise awareness and funds for the Gynaecological Cancer Fund. The guest list included American model Arizona Muse, model Clara Paget, Joe Alvarez, model Tamara Orlova-Alvarez, Charlses Delevingne, Chloe Delevingne (the sister of renowned models-turned actors Cara and Poppy), Mark-Francis Vandelli, Tamara Beckwith, Melanie C, model Amber Le Bon, fashion designer Maria Grachvogel and swimwear celebrity designer Melissa Obadash among others. With Mary Charteris on decks and Brut Esprit Champagne by Selfridges in tulip-shaped glasses, the event was a great success.

Founded by Mika Simmons, the foundation is known for teaming up with celebrities like Cara Delevingne, Naomi Campbell and Arizona Muse to raise the awareness about cervical cancer. “There are some superb nicknames for VAGINAS out there. We call ours LADY GARDEN. What do you call yours?” Reads the website. Depicting supermodels wearing one of the campaign T-Shirts and covering their ‘lady garden’ with flowers of their choice, the campaign has gained a lot of publicity.

Celebrities and VIP’s were encouraged to buy the campaign T-shirts for £25 each. And as of today, all visitors of Selfridges can purchase one too. Fashion designer Maria Grachvogel told Ikon London Magazine that she felt very proud of Mika Simmons and is always supportive of the cause. “I had to buy the largest T-Shirt featuring ‘Naomi Campbell’,” she continued, “as I love lose and slouchy shapes. It’s so me.”