Representing the largest department the store has ever opened, Selfridges Oxford Street’s new Body Studio celebrates women and their bodies through a diverse product mix focused on total wellbeing and inclusivity.
With over 150 brands and 5,000 items, the Body Studio brings together Selfridges lingerie, lounge, sleep, swim, sports and hosiery offerings in one holistically designed, 37,000 square foot space. Anchored by a Fit Studio – with ten dedicated fit experts and a predicted 375% increase in fittings – the new department represents unprecedented depth, variety, newness and inclusivity within this emergent fashion category covering all body-related products for all women.
Its lingerie selection is as focused on size and comfort as it is on fashion content, and includes the exclusive UK launch of Australian label Silent Assembly with its state-of-the-art comfort-enhancing design developments. Representing multiple brands delivering beautiful lingerie in sizes 30DD-36G – such as British label Adina Reay – the selection is indicative of the department’s progressively inclusive approach to sizing as a key buying strategy.
The Body Studio’s sports section is equally democratic in its outlook, with a focus on athleisure and soft recreational brands – where comfort and wellness attributes are key – as well as more performance-related activewear labels such as Michi and The Upside.
Sleepwear is also a key focus with Selfridges’ sales already up 300% to £2m ($2.8m) between 2009 and 2015, and with further expected growth of 74% within this year, making the category one of the fastest-moving within their bodywear and wellbeing space.
To mark the opening of the new space, Selfridges has coordinated an events calendar entitled EveryBODY covering eight themes including Empowerment and Individuality. Throughout the ten week long programme the wellness zeitgeist will be explored – from ‘super’ and ‘anti’ wellness beliefs and movements, stereotypes and role models to positive self-image and the promotion of inclusivity and diversity – supported by the launch’s high profile media campaign featuring non-professional models of various sizes, body types and ethnicities.
Our forthcoming Macro Trend The Business of Wellbeing: Fashion’s New Comfort Zone further explores an inclusive approach to total wardrobe wellness.