Freeze frame

The cracking idea involves design branding, packaging and a short film, including interviews with those who are undergoing egg-freezing, as well as experts working in the industry.

By 2015, only 2,000 babies had ever been born from cryogenically frozen eggs, according to Factually. Many women who do choose to freeze their eggs have to take a number of drugs on a daily basis.

Timeless’s products will be on show at a pop-up store in London’s Old Street Station to illustrate the challenges of freezing, alongside a range of age-defying serums and Eau So Pressured, all of which were designed to provoke a debate about fertility decline.

The Timeless pop-up, created in collaboration with The London School of Economics and Political Science and the Wellcome Collection, will also host a number of talks around the subjects of gender politics and reproductive medicine.