Selfridges sells black Christmas ornaments for the first time


Images around Christmas in the UK, even in 2021, are very white. But for the first time ever, Selfridges will be offering festive figurines and handmade tree decorations featuring black skin – from black Santa ornaments to a black nativity play.

The products were created by March Muses, a company started in the kitchens of Croydon parents Natalie Duvall and Alison Burton. They came up with the project after searching and struggling to find holiday decorations that represented themselves. “Seeing children’s faces light up as they feel depicted on the Christmas tree is simply magical, and these products are long overdue in the UK,” Burton said. said on the March Muses website.

March Muses has been trading online for three years, but has struggled to sell its products on the high street. It wasn’t until Martyn Stroud, buying director for home, tech, kidswear and toys at Selfridges, saw a video Duvall shared online of her venting her frustrations, than they did in the mainstream.

Stroud said: “March Muses is an inspirational brand created by mums to make the festive season more inclusive, and we’re extremely excited to launch a partnership at our Oxford Street store this Christmas.”

Duvall and Burton aren’t the only parents who took it upon themselves to change things when they found the lack of diversity in Christmas imagery frustrating: Charlotte Lewis, founder of Noir Kringle, launched her first Black Santa pop-up in 2019. It will spread a festive mood with three days of sold-out caves in Shoreditch from December 18-20.

March Muses products will be available in the Christmas shop on the fourth floor of Selfridges on December 11 and 12. You can also order them on the company’s website.

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