Selfridges has become the first luxury department store to feature
periods in a window display. The British retailer partnered with women’s
underwear brand Thinx on a public, artful display at its London flagship
through July 17.

The window concept shows a large red balloon to symbolize periods and
their symptoms of bloating and pain. There is a beam atop the balloon to
convey a sense of tension and worry that the balloon could burst at any
moment from the weight of the beam, conveying the common anxiety of period
leakage. And finally, the Thinx period-proof underwear supports that beam
at one end, symbolizing the product as a reliable solution that can the
balloon from bursting and thus prevent leakage.

In addition to producing functional period-proof underwear, Thinx has
worked to challenge the stigma around menstruation since its founding in
2014. The brand sees the Selfridges window display as its next step in
breaking the taboo.

“We are thrilled to be working with Selfridges on this ground-breaking
and historic window,” said Siobhán Lonergan, chief brand officer at Thinx,
in a statement emailed to Fashion United. Our concept for this window is an
abstract visualization of the challenges and chaos associated with periods,
as well as the relief created by Thinx…. Thinx are a simple, innovative
solution that help relieve emotional pressure while providing physical
comfort and support.”

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Selfridges has sold seven cuts of Thinx underwear since June 2018, with
pairs retailing from 21 to 35 pounds. Thinx is also available through
Nordstrom, b8ta, Forty Winks, Eco Collective and Bulletin, as well as other
retail partners and the brand’s e-commerce site.

Photos: courtesy of Thinx