Stay strong

London – Selfridges celebrates strength in its latest multichannel campaign.

• The cult of Body Temples is transcending the world of fitness as high fashion takes a grittier approach
• The campaign comprises stills, a short film and window display featuring mannequins posed in displays of strength

To present new collections from fashion designers including Alexander McQueen, Dries van Noten and Givenchy, Selfridges has created Strength, a campaign that examines inner and outer resilience and the designers and pieces that show real integrity and power in their design and character.

The brooding and monochromatic collections are reflected in a short film by Kathryn Ferguson, resident film director at Selfridges, and film-makers Elisha Smith-Leverock and Ruth Hogben, that looks at control, potency and power.

'We wanted a very pure, distilled campaign led by the best product selection, visual merchandising in our stores and windows and beautiful imagery for Selfridges.com,' Selfridges creative director Linda Hewson tells LS:N Global. 'We see our customers engage with filmic narratives more than ever, so were excited to see Kathryn's interpretation of the concept – looking at Strength through movement, rhythm, sound and fabrication.'

The Big Picture: Selfridges has been breaking the retail mould with its innovative campaigns. Its Agender concept reflects a growing consumer appetite for unisex fashion and retail experiences.