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.
Inclusive Underwear Campaigns
The New Selfridges Ad Features Many Different Body Types
Trend Themes
1. Inclusive Lingerie Campaigns - Lingerie brands can design campaigns that promote inclusivity and body positivity to appeal to a wider range of customers.
2. Diverse Model Casting - Brands can cast diverse models with various backgrounds and body types to bring more representation and relatability in their advertisements.
3. Intersectional Feminism - Fashion brands can highlight feminism in their advertising by featuring women with various backgrounds and actively discussing gender equality.
Industry Implications
1. Lingerie - Lingerie companies can shift towards designing products that cater to people with different body types and promoting body positivity in their marketing campaigns.
2. Fashion Retail - Fashion retailers can prioritize diversity and inclusivity in their advertising approach to reach a wider range of customers and drive sales.
3. Activism - Activist campaigns and organizations can collaborate with fashion companies to promote intersectional feminism and body positivity in their marketing messages.