Hasta La Creative!

We’re not in “Like a Girl” territory anymore. 

As one Adweek editor thoughtfully put it this week, “Female strength is the new female empowerment.” And while Always’ charming campaign may have begun that conversation, far more powerful elaborations on that message have appeared since, each improving on its predecessor in nuance, style and complexity. (Come on. Are you really going to say you weren’t blown away by Lemonade?)

This powerful new film from U.K. department store Selfridges, created in-house to promote its new Body Studio—as well as the fascinating variety of underpants from the shoot—hinges on the notion that contemporary women’s underwear is made with the male gaze in mind. (To wit: Victoria’s Secret’s big secret? It was founded by a dude.)

And in a step toward releasing women from the nonstop bullshit party they submit to from gendered birth onward, that’s something we can change right now, beginning with the brands pushing the panties.

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