Image: Selfridges.

Selfridges is bringing together some of London’s best and brightest in fashion and music to celebrate the 300th anniversary of Shakespeare’s death. In the great spirit of the Bard, the U.K.-based retailer is honing in on the voice of the people and the city; the project, titled Shakespeare reCITED and launching July 7th, spotlights young musicians—like Irish rapper Rejjie Snow and English singer/rapper/actress Little Simz—and fosters special collaborations with up-and-coming street-wear labels like Liam Hodges and Astrid Andersen, both of whom recently showed SS17 collections during LCM. The designers will create limited edition merchandise for performances inspired by the playwright’s work, updating it for modern audiences, and drawing on the ever-expanding connection between genres.