everyBODY

everyBODY
2016

Company
Selfridges

Curation and Choreography
Wayne McGregor

Photographer
Norbert Schoerner

Film (Incredible Machines)
Kathryn Ferguson

Choreographers for in-store performances
Maxine Doyle, Eleesha Drennan, Charlotte Edmonds, Rhimes Lecointe and Alesandra Seutin

Launch date and venue
11 April 2016, online and in store at Body Studio, Selfridges, London, UK

everyBODY is a multi-faceted Selfridges campaign celebrating the beauty and strength of the body. Shot by photographer Norbert Schoerner and choreographed by Wayne McGregor, the print and digital campaign features non-professional models representing the 'every-woman' with a broad selection of shapes, sizes and ethnicities. 

Presenting a powerful, celebratory formation of bodies in movement, everyBODY is underpinned by the growing mind and body wellness conversation recognising 'a healthy mind in a healthy body'. In developing content for the campaign, McGregor explored ideas around diversity, strength, intelligence and power, demonstrating the beauty of the female body whatever its shape. As such, everyBODY marks a departure from long-standing industry body conventions, adding to the call for a new standard of diversity and inclusivity. 

To celebrate the launch of everyBODY, McGregor curated a programme of dance and physical theatre, commissioning five female choreographers to create new dance pieces which were performed in store over three Saturdays in April and May 2016. Each choreographer took inspiration from everyBODY, finding parallels in their own discipline. The five choreographers were Maxine Doyle, Eleesha Drennan, Charlotte Edmonds, Rhimes Lecointe and Alesandra Seutin. 

Performances were held at the Body Studio on 3, the Shoe Galleries on 2 and the Click and Collect on Lower Ground from 1 - 6pm on Saturday 27 April, Saturday 7 and Saturday 21 May 2016.


Images: Norbert Schoerner.
Images and film courtesy of Selfridges.

Incredible Machines (dir. Kathryn Ferguson, 2016), choreography by Wayne McGregor. Courtesy of Selfridges.

EVERYBODY MOVES, a 360° exploration of Selfridge's everyBODY campaign, 2016. Shot by Norbert Schoerner with choreography by Wayne McGregor, Courtesy of Selfridges.