The New Face of Selected
Selected has always stood for timeless style with a modern perspective. As we evolve, so does our brand identity—a natural progression that stays true to our design philosophy while embracing the future. Today, we are proud to introduce the new face of Selected: a rebrand that marks the next chapter—one that refines and unifies our brand for the future. At the heart of this transformation is our new logo: one that feels timeless yet forward-looking. Refined yet understated. A symbol of our dedication to considered design and modern expression. With this, we also say farewell to the gender-based brand extensions of /HOMME and /FEMME that have shaped our visual identity for decades. Instead, we unify our brand behind one recognisable name and identity—one Selected. But this is more than just a visual update. It reflects our ongoing commitment to staying relevant, resonating with our audience, and creating a brand experience that is seamless, sophisticated, and forward-thinking.
"Our rebrand marks a new era for Selected—one of unity, clarity, and distinction. By introducing a singular, cohesive identity, we seamlessly bring together our menswear and womenswear under one brand. A brand is never static, it evolves over time and the refined design emphasises how we are seen and experienced. This transformation is about more than aesthetics – it’s about creating a lasting impression that resonates." Stephanie Widmann, Head of Brand Identity
Beyond the logo, this evolution extends across every touchpoint—from collections to packaging, hangtags to signage, and our digital presence to in-store experience. You’ll see this change reflected throughout, with refined typography, thoughtful material choices, and considered details—ushering in a new era for Selected. This update reflects who we are today and where we are headed: a visual identity designed to resonate, to inspire, and to connect. Welcome to the new Selected.
"Staying relevant in a dynamic industry requires evolution. This rebrand is about more than a new logo—it’s about refining our identity to ensure Selected continues to resonate with our audience. By simplifying our branding and elevating our visual expression, we create a stronger, more future-focused foundation. This change reflects our ongoing commitment to innovation while staying true to the essence of Selected." Daniel Mayer, Brand Director
