Selfridges Celebrates The Female Body In Powerful New Campaign Video

Selfridges, the U.K.-based high-end department store, continues to further the discussion of fashion and its relation to the body with a powerful new campaign. The EVERYBODY campaign celebrates the differences between each of us and the beauty of those qualities. 

Along with a stunning shoot, choreographed by famed choreographer Wayne McGregor, Selfridges released a short clip highlighting five strong, diverse women. It's called Incredible Machines. Visionary Michèle Lamy, trans activist Charlie Craggs, hijab activewear designer and Thai boxing champion Rusqsana Begum, WAH Nails' Sharmadean Reid, and model-activist Naomi Shimada, all discuss the relationships they have with their bodies, and how the underwear they chose to wear enhances their personality and enables them to feel more confident and powerful. It's a body talk fashion hasn't seen much of, but a talk that's been a long time coming. Director Kathryn Ferguson desexualized the female form and, instead, showcased the power of confidence. McGregor also lent his talent to the project, strengthening the impact.

The Body Studio is the latest addition to Selfridges' London store. It's dedicated to all things bodywear and features a wellness cafe and outdoor courtyard. This is just another move made by the department store to be more inclusive to all. Last year, Selfridges debuted its Agender pop-up, which focused on gender-neutral clothing that expanded beyond male dresses and female suits. With the now-permanent addition of the Body Studio, Selfridges remains one of the spearheads in progressive fashion and shopping. That's something to celebrate and feel good about.