I can't help hearing the echoes of Greek mythology's Nine Muses in Selfridges' ambitious The Masters project. The store has collaborated with twelve designers on an otherwordly video, signature pieces by each, and a twelve display windows on Oxford Street.

You'll find that Paul Smith is Master of Inspiration ("you can find inspiration in anything, and if you can't you should look again"). The elusive Azzedine Alaïa, who calls himself a builder rather than a designer, is Master of Architecture. Stella McCartney is Master of Modernity.

Yes, it whiffs of pomposity. But I enjoyed it all the same, because Selfridges' daring project is a beautifully-curated one, that maintains consistency despite the impression diversity of the names involved.

See if you can work out who's who in the video below, then check your answers here:

Here are a few of our favourite Muses. Sorry, Masters. Azzedine Alaïa, Master of Architecture.

Oscar de la Renta, Master of Elegance. He's curated a collection of evening gowns for the store that are breath-taking both in beauty and in price.

Thom Browne, Master of Showmanship. Search his name on the Selfridges' website to find black, white and red cardigans and vests with striking diagonal stripes.

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