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In 2016, thanks to social media, mobile technology and the internet being entirely integrated into ...

Selfridges Celebrate The Female Form In New Film

By 16:46:00

In 2016, thanks to social media, mobile technology and the internet being entirely integrated into our private lives, the lens has never been so obviously angled towards the female form. From women criticising other women, to the Mail Online's sidebar of shame, via Hollywood, Bollywood, Nollywood and back, we're constantly inundated with idealised, airbrushed, nipped and tucked images of what it is to be "female." But at long last a world-famous department store is waging war on anti-woman fashion, beginning, appropriately enough with underwear.

To celebrate the opening of Selfridges' new 37,000 ft Body Studio, which is part of a five-year £300 million redevelopment, the Oxford Street megatore commissioned director Kathryn Ferguson to make a short film starring five of London's most exceptional women. The quintet were invited to take an introspective moment to consider our relationship, as women, with our bodies.

The diverse cast is made up of WAH Nails founder Sharmadean Reid MBE; model and body activist Naomi Shimada, trans nail artist Charlie Craggs, Michele Lamy, Rick Owens' muse, wife and creative collaborator and Ruqsana Begum, Muslim Thai Boxing Champion and designer of Hijab activewear range for women. Choreographed by Wayne McGregor MBE, the film is a gorgeous, celebratory and relatable look at how we can be empowered by our own individuality instead of being afraid of it. It's the ultimate antidote to the unbelievable and discriminatory images of women in their underwear that have become so customary on our television screens and magazine pages. "My eyes" says Lamy, "my face" Reid intones – the women calling out their favourite features, as they stretch languidly in a faux-Roman bath interior. Shimada glides through a pool and Begum side-steps an opponent. Ferguson's short is an ode to the marvellous female body – these incredible machines.

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