Plus-size womenswear brand Simply Be has this week unveiled a new campaign to promote its upcoming autumn/winter range, urging women to ‘break up’ with badly-fitting clothes.
Created by London agency House 337, the campaign will be spearheaded by a bold 30-second clip encouraging women to ‘let go’ of things that no longer fulfil them.
Key messaging will be centred around empowering plus-size women to find the right fit for them, without settling for inadequate alternatives.
House 337’s new film features a diverse range of female models portraying the full scope of sizes available at Simply Be. The models will also participate in behind-the-scenes social content where they will discuss their unique relationship with fit.
“Building on the success of Spring/Summer, we are once again going to war with bad fit, showcasing how Simply Be helps liberate women from the emotional and physical restriction of bad fit,” Simply Be head of marketing, Sinead Donohoe said.
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“The fashion industry still doesn’t truly cater for all women of all shapes and this is something we wanted to show we understand. It shouldn’t be revolutionary, but it is.”
House 337 art director, Laura Liggins added: “The issue of bad fit and its impact is an important one, but we wanted to communicate it with cut-through, confidence and a tongue-in-cheek charm.
“All too often, the subject is communicated by positioning our women as victims. Which is why the tonality was key, empowered, confident and unapologetic.
Concluding, she said: “The casting and talent behind the camera all being able bring their authentic stories and experiences to the table was also core to the idea and execution of the campaign.”
