Selena Morris is the Founder & Creative Director of alt*ego, a luxury performance eyewear brand redefining sports sunglasses and ski goggles by combining style, technical performance and self-expression. Since launching in 2023, the brand has achieved rapid international traction, securing premium retail partnerships including Harrods and Qatar Duty Free, alongside placements within leading alpine destinations and sporting events. As an early-stage founder, Selena has led every aspect of the business — from product development and manufacturing partnerships to brand building, retail growth and international expansion. Passionate about feeling the best version of yourself, Selena is driven to disrupt the existing hierarchy in sports glasses and build alt*ego to be the ‘go-to’ brand for those who love sport, travel and luxury.
What does this award mean to you personally and professionally?
On both a personal and professional level, it was such an unexpected moment, but I am incredibly proud to have received this award. Receiving recognition like this feels like validation for me and the wider team for all of the hard work and the journey so far.
What has been the most defining moment or achievement in your career so far?
There have been a number of defining milestones — our firstalt*ego photoshoot, launching into Harrods, and seeing our goggles in Qatar Duty Free.
However, I will always vividly remember a moment during our first Winter season in Courchevel. I walked into a bar and saw someone wearing our signature goggle whilst enjoying the après-ski atmosphere. She completely embodied the spirit of the brand and everything I had imagined alt*ego could become. I will never forget that feeling that, for the first time, the brand existed beyond me. It was no longer a concept, product or business plan; it had become part of someone’s experience and identity.
What advice would you give to women building a career in Travel Retail?
Be ambitious and back yourself. Travel Retail is a global industry with huge opportunities, and diverse perspectives are needed. Don’t wait until everything feels perfect — take opportunities, build relationships and stay resilient.
What inspires or motivates you most in your leadership journey today?
Sport has always inspired me – the sense of achievement that comes from effort, hard work and consistency to stay in the game. I like to lead by example in this regard. The alt*ego DNA is about unleashing your alter ego — expressing yourself confidently, embracing the best version of yourself and elevating your performance. Building alt*ego with that purpose, and seeing it resonate with customers, is incredibly motivating.
Your favourite inspirational quote
Liz Bradley, my friend and all-round inspiring lady, passed away a few years ago. I think of her all the time and the beautiful words she wrote to have a ‘last say’ at her funeral:
“I saw the world as full of beauty and promise, every day. I was incredibly, wonderfully happy. So I ask you now to honour that. Live for me, remember me. Always find the happy in the small moments, the beautiful snapshots of this gorgeous world.”
Selena’s journey with alt*ego is a powerful reminder of what can happen when ambition, creativity and self-belief come together. From seeing a first pair of goggles worn in Courchevel to securing partnerships with Harrods and Qatar Duty Free, she is building a brand that reflects the very philosophy she champions: embracing who you are, pushing boundaries and having the confidence to perform at your best.
Her final words — shared in memory of her friend Liz Bradley — perhaps capture that spirit most beautifully: to keep noticing the small moments, to find the beauty in the journey, and to live it fully.
Congratulations to Selena on this well-deserved recognition. We look forward to watching the next chapter of alt*ego unfold — in Travel Retail and far beyond.
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