Selfridges to drop logos from yellow bags

Selfridges is to drop the logos from the familiar yellow shopping bags and some of its high-profile brands in a campaign to help its customers gain "peace and tranquility".

Selfridges will drop its name from its shopping bags until the end of March Credit: Johnny Green/PA

The department store's No Noise project centres around the re-launch of its Silence Room, first created by founder Harry Gordon Selfridge in 1909, to allow customers to "take a moment to pause and switch off".

Customers will be asked to leave shoes, phones and "21st century distractions" at the door.

Meanwhile, brands removing their logos from products include Beats by Dr Dre, Creme de La Mer skincare, Levi's jeans and Marmite.