Online fashion retailer, Simply Be has launched a bold rallying cry, calling for an end to bad fitting fashion.
From back gaps to straps that dig, the new Spring Summer 2022 campaign by integrated creative agency ODD says a bold farewell to all the enemies of fashion that don’t fit.
In what the retailer calls an exciting opportunity, it hopes to expand beyond the perception of it being a plus size only retailer to becoming a credible destination where women of all shapes and sizes are welcomed to feel the liberation of fashion that fits.
The brand’s ambition is to offer fashion that truly fits, built on the belief that you shouldn’t have to compromise one for the other.
The idea is a campaign in both senses of the word, calling for an end to the enemies of bad fit and unite women together through a bold play on the F word; designed to be read as F*** it and FIT.
Fronting the movement are four unique voices who celebrate body diversity, champion women, and have a meaningful point of view on fit.
Each of the cast members are known for actively pushing the agenda forward for women and opening the conversation on the issue of bad fit within their own communities and platforms.
Meanwhile SimplyBe is walking the walk by developing products that directly address a multitude of common issues women face with bad fit.
The clothes featured include jeans with a back buckle to eliminate back gap, intelligent seaming to add shape and full coverage swimwear to avoid spills.
Sinead Donohoe, Head of Marketing at N Brown Group, said: “We have loved working with ODD. They have approached the work with energy and vigour and they ensured that an insightful strategic platform translated to an incisive, high impact campaign which we are incredibly proud of”.
Turhan Osman, Creative Director at ODD, said: “So many brands have dipped their toe into the world of body positivity and it’s almost become a hygiene marketing tool but is so rarely backed up by action and product.
“We wanted to create a campaign that doesn’t just focus on celebrating women’s bodies but goes beyond that and focuses on the real issue, that most clothes don’t work for all women’s bodies.
“We wanted to create something with energy and attitude that shows our women we more than understand their frustrations and we’re here to join them in saying enough is enough and provide a solution to combat the problems they’ve had to endure when it comes to fit.
“We also wanted to create something that felt genuine and relatable which was a guiding light for us through the entire creative process, we were keen to involve as many genuine voices as possible, from the predominantly female creative team, director, photographer all the way through to the cast.”
Zara Ineson, Executive Creative Director at ODD, said: “The fashion industry has made women feel less-than about our bodies for too long, hating on ourselves when things pinch and pull.
“And for those over a certain size, compromising comfort for something that sort-of-fits is a daily issue. In a new era of dressing where comfort comes before the catwalks,
“Simply Be are spearheading a people’s revolution. Because no matter our size or shape, we shouldn’t have to squeeze into clothes, they should fit around us.”
The Spring Summer collection campaign launches across TV, connectedTV, social channels, and OOH & DOOH across a range of cities in the United Kingdom, running until mid-July.