Selfridges has released a new short film that explores the unseen relationships women have with their bodies and their underwear.
The video, entitled Incredible Machines, was launched as part of the retailer’s EveryBody campaign and follows the opening of its 37,000ft2 Body Studio on Oxford Street.
It stars visionary Michèle Lamy, model and body activist Naomi Shimada, WAH Nails’ Sharmadean Reid, trans activist Charlie Craggs and Rusqsana Begum, a Thai boxing champion and designer of a hijab activewear collection.
During the four-minute short, these women can be seen stripping down to their lingerie, while honestly discussing the relationship they have with their bodies.
Created by Kathryn Ferguson, Incredible Machines is a direct response to sexualised lingerie ads typically seen in magazines and TV commercials.