Selfridges celebrates how powerful women’s bodies are with new lingerie video
By Katie Atkinson

To tie in with Selfridges’ new active body studio, the department store has released a body positive video called ‘Incredible Machines’. WGSN’s Katie May Atkinson reports

Apr 21, 2016

4 min

As WGSN’s Senior Editor of Intimates & Swim, I love lingerie, and I love to see lingerie getting attention outside of the growing niche it sits within.

With the V&A museum’s latest exhibition dedicated solely to lingerie, and the rising number of lingerie brands breaking through on Instagram, the tide is definitely changing.

The latest big celebration of lingerie, comes via Selfridges department store, where to celebrate their active department, they’ve launched a stunning video celebrating how powerful women’s bodies are.

Called ‘Incredible Machines’ the campaign uses real women including beauty entrepreneur Sharmadean Reid, founder of Wah Nails and beautiful curvy model Naomi Shimada to celebrate how strong, powerful, and kick ass the female form is.

This campaign celebrates what is magical about lingerie, the way it curves to your body, and supports you when you are rocking out to the max. And companies are starting to realise this, personally it feels like we’re seeing a deeper message through lingerie campaigns.
We’re seeing an important shift within intimates, and the marketing of brands with the honesty and body positivity that is really starting to come through.

Rather than hyper polished unrealistic ad campaigns that we’ve seen in the past, this is about real bodies, real life situations and lingerie that works with you, so softer shapes, more flexibility, less restriction.

All hail Selfridges for this amazing video that describes women as ‘Incredible Machines’ and talks about ridiculous standards that women are subjected too, and how we need to be celebrating body diversity.

Check it out below….

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