Instead “ugly” or unusual types of fish such as black bream, grey mullet or red tilapia will be in the famously stylish department store’s food hall.

The move is part of the Project Ocean campaign which aims to change the way people shop for fish by raising awareness of endangered species like skate, eels and swordfish.

The campaign is backed by leading figures from the world of fashion including Katherin Hamnett, who has made a t-shirt, as well as celebrity chef Hugh Fearnley Whittingstall and the Prince of Wales.

Only fish certified by the Marine Stewardship Council (MSC) will be available in the shop and a small pamphlet or iPhone app will advise on which species to avoid and suggest alternatives like coley or pollack.