Selfridges brought out all the stops for its 2019 Christmas advert, titled Future Fantasy: a Christmas for Modern Times. Selfridges describes the short film as "a high-octane collision between the niche and the universal, and through a distinctly fashion lens." It is directed by Nabil Elderkin (who's previously collaborated with Travis Scott, Frank Ocean, and The Weeknd), narrated by Little Simz (of Top Boy), and has a cast of unexpected yet influential people — think Dior Homme creative director Kim Jones, Dazed Media cofounder Jefferson Hack, and Cambridge Analytica whistle-blower Christopher Wiley.