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This Weekend F Stands

On International Women’s Day we joined the global conversation around the #FWord through the launch of STORY that asked how women and men today relate to the topic of feminism, in its many forms. With micro-themes ranging from Fatherhood and Fair Trade to Feeling Confident and Finance, the idea was to create a space where there wasn’t one word that encapsulated the modern feminist, but many. Naturally the products featured in-store were as varied as the viewpoints, ranging from Elvie, an app-enabled Kegel trainer and Thinx’s innovative period-poof underwear to Hatch Collection’s modern maternity wear and dresses from DVF.