Selfridges has become the first luxury department store to feature periods in a window display. 

Seen Displays collaborated with Thinx to produce the launch window which showcased a balancing act of shapes and materials, which depicted the tension and discomfort of periods. Supported by the THINX period-proof underwear, the display featured a large, red balloon resting on a rectangular, black concrete base in a dark blue room. 


A light grey concrete block sat on top of the balloon, squeezing and distorting its original shape. While the balloon appeared to be near bursting, the THINX period-proof underwear prevented this outcome and provided unexpected protection against the odds.