UK's Selfridges launches The Body Studio

By

Cajsa Lykke Carlson

Published
Apr 4, 2016

British department store Selfridges has previously launched a number of innovative initiatives - its Bright Young Things collaboration that champions emerging talents, and Agender, which challenged gender stereotypes, spring to mind - and now the company has revealed a new section, The Body Studio, which it says will celebrate women.

The Body Studio will gather the lingerie, lounge and sleepwear, swimwear, hosiery and sportswear collections together and is Selfridges' largest department ever. Through "a unique product mix, environment and events calendar", Selfridges says the department will celebrate women's strength, confidence, bodies and well-being.

The department is part of the Oxford Street flagship's five-year £300m redevelopment and doubles the floor space dedicated to bodywear at Selfridges. It measures 37,000 sqft. and will present over 150 brands, with prices ranging from £5-£2,500. The Body Studio will also house a Fit Studio for lingerie, as well as Hemsley + Hemsley at Selfridges, the Hemsley sisters' first café concept, a courtyeard garden and a new hair concept from Daniel Galvin.

In addition, there will be a "knicker bar" where customers can pick and mix their underwear, which Selfridges forecasts will sell 33,000 pairs of in the first year.

The department store is also introducing the EveryBODY initiative, which will take place over ten weeks and have eight themes. Selfridges says: "Through EveryBODY, Selfridges will harness and explore the wellness zeitgeist. From ‘super’ to ‘anti’ wellness beliefs and movements, we will consider the stereotypes and recognise the role models, supporting the legacy of positive self-image and promoting inclusivity and diversity, through product, animation (including an in-store gym space in collaboration with PSYCLE) and a revolutionary media campaign."