Selfridges is launching a five week-long campaign called Project Ocean in collaboration with the Zoological Society of London (ZSL).

The high-end retailer is hoping to raise awareness about marine conservation and to change the way people think. 

It is the biggest in-store promotion since the company’s centenary in 2009.

Selfridges will issue customers with a ‘Fish Guide’ to urge customers to consider the prospect of no more fish in the sea by 2050.

Jonathan Baillie, Director of ZSL, explained that just one percent of the world’s oceans are protected and 85 percent of fisheries are under threat.

He said: "Eighty-five percent of fisheries are fully or over-exploited and if we look forward to 2050, if current trends continue, it's likely that all the world's major fisheries will have collapsed.”

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Selfridges will issue customers with a ‘Fish Guide’ to help them to consider the prospect of no more fish in the sea by 2050.

Selfridges is hoping that the guide will help consumers to rethink their food choices by offering alternatives like coley and pollack for species under threat.

Selfridges has set an example by permanently remove 70 endangered fish varieties and products from its food halls and restaurants. 

The store, which will also be hosting a new ocean-themed fashion exhibition, will sell merchandise including T-shirts and bracelets to raise money for the cause.

Jonathan Baille, director of ZSL and co-curator of the event, hopes to "sell" the campaign to the store's 40,000 daily customers.

Funds raised from the project will go towards ZSL’s Project Seahorse, which aims to help coastal communities in the Philippines.