Selfridges today claimed to be the first department store in the world to unveil its Christmas windows — a full 69 days before Santa is due to make his rounds.
The launch of the future fantasy-themed displays at the Oxford Street retail landmark comes a day earlier than it did last year.
It follows 10 days of non-stop shifts by a team of more than 100 people to make sure the windows were ready to view this morning.
Each window takes an element of a well-known Christmas story or fairy tale, such as Rapunzel or Cinderella, and gives it a modern twist.
Scroll through the gallery above to get in the Christmas spirit early
