🛍️ ENNY’s ‘Selfridges’: A Sharp, Soulful Return to Form

South East London’s own, ENNY, the celebrated rapper and soulful, truth-talking lyricist, is back with a bang. Following her highly-publicized, humorous ‘retirement’ campaign—where she teased launching ‘The Peng Black Girls Cleaning Company’—the BBC Sound Of 2022 artist surprise-dropped her new single and video, ‘Selfridges’ in November 2025. This latest track proves once again why ENNY is one of the UK’s best kept secrets and a vital voice in the UK rap scene.

From ‘Peng Black Girls’ to ‘Selfridges’: The ENNY Journey

Since her 2020 breakout anthem ‘Peng Black Girls’, which featured a viral Jorja Smith remix, ENNY has been on an undeniable upward trajectory. Her debut 2021 project, ‘Under Twenty Five’, offered a deeply personal and insightful reflection on the struggles and growth of a Black woman in London.

Two years on, after touring with Jorja Smith across North America, and following her 2023 ‘care package’ ‘We Go Again’ (which birthed singles like ‘Champagne Problems’, ‘No More Naija Men’ & ‘Charge It’), ENNY continues to eschew trends in UK rap. Instead, she focuses on her signature soulful, narrative-heavy music that frequently shines a light on social issues and personal growth. She has comfortably collaborated with artists spanning genres, including Loyle Carner and Smino, cementing her status as a versatile and self-assured artist.

The Sound and Meaning Behind ‘Selfridges’

‘Selfridges’ is a compelling musical statement. Over a smooth, happy-go-lucky production crafted by Leeds crew Gotts Street Park, ENNY delivers sharp, introspective lyrics. The contrast between the breezy, almost summery sound and the candid, sometimes conflicted, nature of her bars is what makes the track so captivating.

In a twist of irony, the luxury department store Selfridges becomes a metaphor. While ENNY raps about visiting the iconic London landmark “just to pree it and not cop a thing,” the song’s themes dive deeper into the struggles of modern life, the search for solace, and the pursuit of money. The lyrics reveal a sense of restlessness and a desire for change:

“Think I need a change of a location. Book a plane ticket… I might go Selfridges just to pree it and not cop a thing. I’ve been living in a town of sin.”

The Viral Video Campaign: Cleaning Up the Music Scene

The release was preceded by a brilliant viral marketing campaign. ENNY shared humorous clips hinting at her departure from music to focus on her “cleaning company,” a tongue-in-cheek reference to her seminal hit. The accompanying music video, co-directed by ENNY and Ivor Lawson-Adamah, is a creatively fresh visual. It sees her and a friend working as a cleaning service before stealing a “Black Card” and embarking on a lavish London shopping spree—a vivid, albeit costly, portrayal of the desire for a lavish lifestyle mentioned in the song.

Why ‘Selfridges’ Is a Must-Listen

‘Selfridges’ is more than just a single; it’s a clever, playful, and deeply honest return to form from a true innovator in British hip hop. The track is a perfect blend of UK soul, jazz rap, and razor-sharp lyricism. For fans of Jorja Smith, Loyle Carner, and thoughtful, socially-aware neo-soul rap, this new single is essential listening and a strong indicator that 2025 is shaping up to be another standout year for ENNY.