UK department store Selfridges is the latest company to embrace diversity in its fashion marketing to women, but it does so with a welcome twist.
The store’s new ‘EveryBody’ campaign goes beyond self-affirmation and body positivity and focuses on wellness, movement and communal girl power in a dance-themed photoshoot.
The campaign promotes the opening of Selfridges’ new Body Studio, a workout space, salon and café that is the iconic London retailer’s largest-ever department.
The company street-cast most of the 11 women in the campaign shot by photographer Norbert Schoemer and choreographed by Wayne McGregor. Each of the models was “selected for her strength, personality and presence,” the company says, and several of the participants are profiled individually and asked about their approaches to healthy living and personal body image.
It’s still a carefully crafted attempt to represent a broad spectrum of body types and ethnicities and aims to “celebrate the beauty of difference,” the company says on its website. And fronting the campaign is model Mahalia Handley (below), a curvy, mixed-race Aussie who is a rising star in the plus-size modeling world.
The campaign also has a collectivist slant, promoting group action over solitary self-awareness — just the sort of message that plays well in a spin class class or yoga session.
“As the wellness movement continues to influence how we depict, treat and talk about our bodies, we are seeking to explore the joy, strength and beauty of individuals united in motion,” the company says. That message is emphasized by the campaign’s slogan: “Love your individuality. Revel in the crowd.”
The EveryBody campaign also serves as a platform to promote Selfridges’ broad assortment of lingerie, sleepwear, active wear, swimwear, hosiery and even shapewear, featuring brands like Wacoal, Wolford, Spanx, Bodas, Coco de Mer and Else.
And what would a new body-pos campaign be without a hashtag? This one is #bodytalk and it ties in with a series of speaking engagements and debates that Selfridges will host in the new Body Studio — including an upcoming discussion provocatively titled “Is the Cult of Wellness Unhealthy?”
Here are some more images from this inspiring campaign.