Trawden, England -- (SBWire) -- 07/06/2016 --Actively attempting to fight clichéd images of women in lingerie Selfridges have released their latest shoot – starring amateur models encompassing a range of body shapes and sizes as well as ethnicities.

In order for the balletic 'EveryBody' lingerie campaign to become a reality Selfridge's in-house creative team joined with the Royal Ballet choreographer Wayne McGregor, who then went on to produce beautiful "non-photoshopped" images with the intention to show off strength instead of sexuality. Redefining the way in which the female body is portrayed in advertising and retail, this campaign was carefully thought out in order to completely avoid objectification and sexualisation.

My-Knickers, an online lingerie supplier frequently commentate on industry news and a spokesperson had this to say:

"It is great to see a large company promoting body confidence and strength instead of sexuality – especially since none of the images are photoshopped and are showing real women. Here at My-Knickers this is something that we have supported and promoted from the beginning and it is amazing to see other companies getting involved too."

About My-Knickers
My-Knickers is the UK's leading online retailer of beautiful lingerie in a range of fittings and designs – with options available to cater for all styles, sizes and shapes.

For further information, you can visit their website: https://www.my-knickers.com/

PR Contact:
Company name: My-Knickers
Tel: 07882135712
Website: www.my-knickers.com
Contact person: Rachael Connelly
Email: Rachael@my-knickers.com
Address: 60 Hollin Hall
Trawden BB8 8SS