Selfridges Celebrates Female Strength, Not Sexiness, in Lingerie Campaign

'Incredible Machines' Features Women of Different Ethnicities, Body Shapes

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Upscale London retailer Selfridges has created a lingerie film that's startlingly different from the category, exploring women's relationships with their bodies and underwear rather than objectifying and sexualizing the female form.

Created in-house in collaboration with Royal Ballet choreographer Wayne McGregor, and directed by Selfridges' resident film director Kathryn Ferguson, the four-minute short features models of different body shapes and ethnicities, including transgender activist Charlie Craggs, 70-year-old fashion muse Michele Lamy, and Thai boxing champion and designer of a hijab activewear collection, Rusqsana Begum.

Its focus is on the power and strength of the female form, and on women dressing to please themselves, rather than men. The women speak about the effects of childbirth on the body, changing gender, and posing questions on topics such as dress size. "Why is everyone so scared of being a size 14 (U.S. size 8)?" one asks.

The film promotes the opening of Selfridges' Body Studio, a 37,000-square foot space designed to house lingerie, hosiery, loungewear, and sportswear.

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Apr 25, 2016
Kathryn Ferguson
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