WATCH: Selfridges campaign for body positivity in new video 5 years ago

WATCH: Selfridges campaign for body positivity in new video

It’s hard to feel good about yourself when all the most popular supermodels – Kendall Jenner, Gigi Hadid, Karlie Kloss – all look the exact same.

White skin, long hair, long limbs, big eyes and plump lips seem to be the standard to be deemed ‘beautiful’.

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Society doesn’t ask for much, does it?

Selfridges, the UK department store, has contributed to the body positivity movement by releasing a video shedding light on beautiful women of all shapes, sizes and colour.

Titled ‘Incredible Machines’, the video was released to celebrate the opening of their Body Studio.


The new collection promises to include lingerie, hosiery, loungewear, and sportswear and it is incorporated with the Selfridges 'Everybody' campaign.

The inspirational and stunning video features fashion visionary Michèle Lamy, model and body activist Naomi Shimada, WAH nails founder Sharmadean Reid, trans activist Charlie Craggs and Rusqsana Begum, a Thai boxing champion and designer of a hijab activewear collection.

The video films the women exploring the relationship the women have with their bodies and the struggles they’ve had to overcome to accept who they are now.

We hope to see more campaigns like this in the near future.

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Lead image via YouTube