Wacoal has pledged its support for Selfridges throughout the launch of its Body Studio, set to open in London on April 4.
The luxury brand from Wacoal Europe said it will feature across the store wrap and in a ‘key position’ in the window display.
The Body Studio will be Selfridges’ biggest ever new development in terms of floor space and will feature lingerie, loungewear, sleepwear, swimwear, hosiery and sportswear.
The 37,000ft2 space will focus on wellbeing and body confidence, featuring a wellness cafe and a lingerie fit studio, which will offer professional bra fittings.
Wacoal Europe head of marketing Ann-Marie Manley said: “We’re really excited for Selfridges to launch its Body Studio and its lingerie fitting area in particular. The fit of our lingerie is absolutely paramount so it’s fantastic that Selfridges have recognised just how important this is for women when they are trying on and buying a new bra.
“Wearing a bra that fits you perfectly can totally transform the way you look and feel and it gives you so much body confidence. Whether they are shopping for a new everyday bra or something more special, we hope that all Selfridges customers will leave the Body Studio feeling totally supported.”
Wacoal’s sister brand Fantasie will also feature in Selfridges Body Studio.