The new campaign called  ‘EveryBody’,  is Selfridges’  was conceived by the retailer’s in-house creative team in collaboration with Royal Ballet choreographer Wayne McGregor and is said to be its biggest campaign yet.

The images promote Selfridges’ new lingerie retail section, Body Studio, showing ‘non-photoshopped’ models in various balletic poses to show off  women’s strength rather than sexuality.

The Selfridges  campaign has actively Challenged the  clichéd images of women starring amateur models of different body shapes and ethnicity.

The retail giant has said, the campaign which will run from today 25 April , 2016 on mass media Is geared towards redefining the way  female body is portrayed in retail and in advertising, actively creating a campaign that avoids the ‘subtext’ of sexualisation and objectification.