Following in the footsteps of brand's such as Aerie and Neon Moon, the new Selfridges ad features a diverse cast of models with many different body types. While the British department store already made headlines for its shift towards genderless fashion, now it is taking on the issue of body image with a video campaign.
The new Selfridges ad is a short film called 'Incredible Machines,' which highlights the store's underwear brand. The ad features five different women, each of which has a different background and body type. The star-studded cast consists of powerful women such as trans activist Charlie Craggs and Muslim activewear designer Ruqsana Begum. Not only does each women discuss their relationship with their body, but they also talk about the importance of feminism in their work and their lives.
The new campaign challenges traditional lingerie advertising by featuring women with different body types and actively discussing feminism.