The Greatest Luxury


Commissioned as part of the Radical Luxury campaign at Selfridges, The Greatest Luxury explores what luxury means in an era when the term itself feels hollow and banal.

So how can we redefine this word for the next generation? And how do we make luxury exciting and meaningful again? In search of the answers, the film explores the relationship three radical creatives have with the concept of luxury, including Mykki Blanco (musician and activist), Holly Blakey (choreographer) and Gareth Pugh (fashion designer), featuring a poem written and performed by Lily Ashley and a performance by dancer Sophie Apollonia.

Celebrating the concept of luxury as something that’s as individual as ourselves, The Greatest Luxury reclaims luxury as something personal, emotional and liberating.


Director Kathryn Ferguson

Words by Niccolò Montanari
Client Selfridges
Starring Gareth Pugh, Mykki Blanco, Holly Blakey

Poet Lily Ashey
Dancer Sophie Apollonia
Production Company Lief
Producer Margo Mars, Sophie Brooks
Original Score and Sound Design Kiat
DoP Sara Deane
Production Designer Rhea Thiestein
Stylist Louise Moran
Key Make-up Artist Daniel Sallstrom
Key Hair Stylist Roxane Attard
Choreographer Kiani del Valle
Offline and Online Edit Carly Baker
Colourist Faith Millin
VFX Artist Kevin Woo @ Creep Post