NY-Based period-proof underwear company Thinx debuts conceptual window featuring periods at Selfridges on July 4, 2019 in London, England. (Photo by Nicky J Sims/Getty Images for Selfridges)
Thinx Inc., the makers of the eponymous period-proof underwear known for creating functional and innovative period solutions, has teamed with Selfridges to break yet another taboo, publicly and artfully displaying menstruation in the department store’s window. From 4 July to 10 July, the conceptual window display will feature a large red balloon as a symbol of periods, bloating, pain and the fear of leaking. The beam on top of the balloon creates a sense of tension and feeling of worry that the balloon could burst at any moment — a visual representation of period leak-anxiety. However, Thinx period-proof underwear, which supports that beam at one end, is the reliable solution that saves the balloon from bursting.
Siobhán Lonergan, Chief Brand Officer at Thinx Inc., said of the window display: “We are thrilled to be working with Selfridges on this ground-breaking and historic window. Our concept for this window is an abstract visualisation of the challenges and chaos associated with periods, as well as the relief created by Thinx. Periods often come with pain and discomfort, not to mention leak-anxiety that can feel like a heavy weight; Thinx are a simple, innovative solution that help relieve emotional pressure while providing physical comfort and support.”
Thinx period-proof underwear has been sold at Selfridges Oxford Street since June 2018. The pants can be found in the Body Studio on the third floor and are available hiphugger, high waist, sport, boyshort, thong, cotton brief and bikini.
