Harrods has unveiled Where the Stars Align, its first wholly in-house Christmas campaign in several years, combining handcrafted displays at its Knightsbridge flagship with a rolling programme of luxury brand activations throughout November and December.
The campaign follows a run of festive tie-ups that handed the season to a single luxury house, including Dior in 2022 and Loro Piana in 2024. This year, brands appear under Harrods’ own creative direction across 24 Christmas windows, featuring pieces from Schiaparelli, Balenciaga, Gucci, Bottega Veneta, Valentino, Ralph Lauren and Balmain.
“As our first wholly Harrods-created festive campaign in several years, it allows us the opportunity to celebrate the craftsmanship behind our iconic displays, exceptional brand partnerships and the moments of discovery, wonder and gifting that make Christmas in Knightsbridge so special,” commented Harrods’ Managing Director, Michael Ward.
He added that the festive season brings in more than a third of Harrods’ customers.
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The facade’s display includes four kilometres of gold leaf and 500 sets of fairy lights, alongside 600 stars crafted by hand and more than 17,000 bulbs. From 6pm every evening, a choreographed light show will repeat every 30 minutes.
In an interview with Vogue, Ward said: “It attracts people who may not have planned to visit the store, creating an opportunity to introduce them to everything Harrods has to offer.”
“If someone comes to see the lights, discovers something unexpected inside the store and experiences the exceptional service that defines Harrods, that is incredibly valuable to us. These are investments in the long-term strength of our brand, as much as in the Christmas trading period,” he added.
In store, the programme includes activations with Dior, Ralph Lauren, Van Cleef & Arpels, Chopard, Graff, Cartier and Chanel Beauty.
Image credit: Kristen Pelou
Dior’s ‘Atelier of Dreams’ pop-up also runs from 6 November to 27 December. Inspired by a gingerbread confectioner’s workshop, the pop-up presents the house’s limited-edition holiday creations, including Jonathan Anderson’s first Cruise Collection for the house. The pop-up will also show its new animated short film, Christian Dior’s Night in Color, created by the award-winning French director Sylvain Chomet, with the film’s universe reflected in a collection of ready-to-wear, accessories and homeware.
Activations will run throughout the next six weeks, including live fashion illustration, Christmas card calligraphy and a family weekend of snow-globe making and Marcato biscuit decorating. Children can also post letters to Father Christmas at in-store post boxes until 24 December.
The campaign follows continued investment in the flagship’s floor space. Harrods opened its redesigned Designer Collections menswear room in September, after launching its first International Designer Room in June as part of its womenswear redevelopment.