Fictional beauty brand pop-up to highlight truths about egg freezing

A fictional beauty brand dubbed Timeless is to pop up in London's Old Street station to explore how social egg freezing can impact on women's lives.

The pop-up will feature a range of fictional beauty products
The pop-up will feature a range of fictional beauty products

Open for one week from 29 February, the project is the work of the London School of Economics and Political Science, the Wellcome Trust and creative consultancy The Liminal Space.

The Timeless pop-up will feature a range of provocative beauty products, including a 3-Step Solution for Egg Freezing, a bespoke perfume line called Eau So Pressured and a range of age-defying serums that inform consumers about fertility decline.

It will also include a short film and a programme of live talks on reproductive medicine and gender politics.

Timeless was developed after The Liminal Space recognised a lack of information and debate about egg freezing in the public domain, despite its growing popularity. The shop aims to use creative methods to make the topic accessible.

Sarah Douglas and Amanda Gore, directors at The Liminal Space, said: "With companies such as Apple and Facebook including it as part of benefits packages, and some clinics promising egg freezing as an ‘insurance policy’, there is increasing pressure on women to consider freezing their eggs without fully considering the potential impact on the workplace, their relationships and wider society. With Timeless we are bringing this debate to people in a creative and engaging way."

More: TfL announces pop-up festival series at Old Street station

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