Fashion brand Simply Be is showcasing the positive side of break-ups for its latest campaign, calling on women to call time on ill-fitting clothes.
The autumn/winter ad campaign highlights the importance of achieving a comfortable fit not just to look good, but to showcase personality and burnish confidence.
The message of empowerment extends to plus-size women, who have been sidelined by the fashion industry for decades.
As a consequence many women have put up with clothes that satisfy the latest fashion trends but do not respect the contours of their bodies, holding the wearers back in the process.
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Sinead Donohoe, head of marketing at SimplyBe, said: “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. 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.”
Centered on a hero film shot by House 337, the campaign surfaces the full spectrum of clothing sizes available to show that everyone can be proud of their look. Laura Liggins, art director at House 337, added: “All too often, the subject is communicated by positioning our women as victims. This is why the tonality was key – empowered, confident and unapologetic.”
Simply Be will extend the conversation through behind-the-scenes and social content featuring cast members in a discussion about their clothing choices.