Selfridges Promotes Female Strength With a Mystical, Magical and Powerful Lingerie Ad

We’re not in “Like a Girl” territory anymore. 

As one Adweek editor thoughtfully put it this week, “Female strength is the new female empowerment.” And while Always’ charming campaign may have begun that conversation, far more powerful elaborations on that message have appeared since, each improving on its predecessor in nuance, style and complexity. (Come on. Are you really going to say you weren’t blown away by Lemonade?)

This powerful new film from U.K. department store Selfridges, created in-house to promote its new Body Studio—as well as the fascinating variety of underpants from the shoot—hinges on the notion that contemporary women’s underwear is made with the male gaze in mind. (To wit: Victoria’s Secret’s big secret? It was founded by a dude.)

And in a step toward releasing women from the nonstop bullshit party they submit to from gendered birth onward, that’s something we can change right now, beginning with the brands pushing the panties.

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Selfridges celebra a beleza em suas diferentes formas em “The Beauty Project”

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a sua definição de beleza? A pergunta serve de ponto de partida para o The Beauty Project, iniciativa da rede de lojas britânica Selfridges que tem por objetivo promover a diversidade da beleza e encorajar as pessoas a compartilharem suas próprias ideias sobre o assunto.

Até o dia 12 de junho, o tema estará em pauta em diversos eventos da rede, cobrindo seis diferentes tópicos – Homens e Beleza, Idade e Beleza, Adornos/Beleza Extrema, Beleza Global, Androginia e Beleza Natural.

Entre os destaques do projeto estão uma campanha fotográfica assinada por Norbert Schoerner e estrelada por pessoas de 20 a 71 anos, além de quatro webvídeos dirigidos por Kathryn Ferguson, que vão abordar como é a beleza hoje. Acima, em Change is a Beautiful Thing, é possível ter uma ideia do que vem por aí. Nele, vemos diversas mulheres mais velhas falando sobre o que é envelhecer e como isso as afeta.

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Brainstorm9Post originalmente publicado no Brainstorm #9
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Nike Interactive Windows

L’agence créative hollandaise Staat a imaginé et conçu une série de 8 vitrines interactives animées pour la marque Nike à Selfridges – Londres. Réalisées en collaboration avec Nike Brand Design EMEA, ces créations très réussies sont à découvrir en vidéo sur une musique de Mmoths « Folding ».

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