exclusive: selfridges celebrates everyBODY in its newest campaign video
The film looks to explore the complex relationship women have with their body.
Social media, celebrity culture, advertising, fellow women…. all conduits of a confusing message of that you're not perfect. The often fraught relationship that women have with their own bodies can be crippling and distorting and affects women all over the globe. But in recent years, advancements have been made, with racial and body diversity being discussed and actioned, rather than considered and dismissed. Selfridges is one of those furthering the conversation, the department store, who in celebration of their new 37,000 ft Body Studio, have gathered five different and exceptional women to take an introspective look at themselves for new campaign film Incredible Machines. In the four minute short, visionary Michèle Lamy, model and body activist Naomi Shimada, WAH's Sharmadean Reid, trans activist Charlie Craggs and Rusqsana Begum, a Thai boxing champion and designer of a hijab activewear collection, all strip back and pose in underwear whilst frankly discussing the unique perspective they have with their bodies and themselves.
Kathryn Ferguson, director of the film comments " For so long underwear advertising has been dominated by sexualised imagery of women in heightened poses and impossible designs. When in reality, this is worlds apart from the everyday act of putting on your pants and the choices we make in the morning. I hope the film helps to cut through the noise and show amazing women appearing stripped back, as they are, speaking truthfully. All five have achieved great things and for that reason I wanted to go back to basics - finding out how they felt about themselves. I would love people to feel inspired by these women; leaving them more positive and celebratory of their own bodies."