'Incredible Machines', Selfridges newly launched campaign video for The Body Studio, successfully documents the unique relationship five diverse women have with their bodies.

The term empowerment has arguably seen its true meaning diluted of late. Since being co-opted by celebrity culture and advertising campaigns, its usage can often come across as tokenistic.

By creating ‘The Body Studio’, a curated selection of 5,000 products from 150 brands, (spread across 37,000 square feet of retail space), specifically chosen to help all women celebrate their bodies, Selfridges have demonstrated a commitment to reversing the impression that empowerment, and the ability to celebrate your body, is the reserve of a select few.

In celebration of the department’s launch, Selfridges have assembled a group of diverse and influential women – model and body activist Naomi Shimada, Thai boxing champion and hijabi activewear designer Rusquana Begum, muse Michele Lamy, founder of WAH NAILS Sharmadean Reid and trans activist Charlie Craggs – to create a new campaign film ‘Incredible Machines’. In the four minute short, directed by Kathryn Ferguson, each woman appears in her natural habitat before candidly touching on the ongoing relationship they have with their bodies.