​exclusive: selfridges celebrates everyBODY in its newest campaign video

The film explores the complex relationship women have with their bodies.

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Apr 19 2016, 12:42pm

Social media, celebrity culture, advertising, fellow women -- all conduits of a confusing message: you're not perfect. The often fraught relationship that women have with their own bodies can be crippling and distorting, and it affects women all over the globe. But in recent years, advancements have been made; racial and body diversity are being discussed and acted upon rather than considered and dismissed. Selfridges is one of those forces furthering the conversation.

In celebration of its new, 37,000-ft Body Studio, the department store has 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 Nails' Sharmadean Reid, trans activist Charlie Craggs, and Thai boxing champion and hijab activewear designer Rusqsana Begum all strip back and pose in underwear whilst frankly discussing the unique perspectives with which they view their bodies and themselves.

Kathryn Ferguson, the film's director, comments, "For so long, underwear advertising has been dominated by sexualized 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."

selfridges.com

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