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.
Allow Exco Player content
This content is provided by Exco Player and may use cookies or similar technologies. Please click 'Allow and Continue' below to load the content.
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