On Saturday 23rd March, online retailer Simply Be will unveil its Spring ’19 campaign, encouraging all women not to let their size or shape define them.
Celebrating women and encouraging them to shift the focus from their weight to their worth, the campaign shows three models living the moments, hobbies and talents that changed their relationship with their bodies, making them more confident than ever before.
The empowering campaign runs for four weeks and, with the models remaining completely unretouched, turns its back on the conventions of usual fashion advertising where in many cases the imagery is over-polished and unachievable.
The three models range from a size 16 to a 20 and include a powerlifter, a dance teacher and a new mum, who are shown embracing their curves whilst highlighting that their body size or shape doesn’t hold them back.
The TV advert also features all three models in lingerie and is proudly unapologetic, championing women for who they are, aiming to normalise the lumps and bumps that all women have.
Alongside the images, a voiceover talks about women setting their own standards; ‘Our bodies are nobody’s business but ours’, ‘Our beauty is immeasurable’, ‘We have more to say than any dress size could’.
Ralph Tucker, Chief Product and Supply Officer at N Brown Group which owns Simply Be said: “We’ve created a campaign that simply celebrates women for whatever it is that makes them, them! Hopefully by showing our girls unretouched and embracing opportunities regardless of their size or shape, we’ll inspire other people to be their true selves.
“Fashion shouldn’t shame our shape or size, it should empower us… so we’re encouraging all women to use their style to champion their individuality whilst showing that curves really don’t mean compromise.
“Our job at Simply Be is to make women look and feel amazing and Spring brings a fresh outlook for fashion so there’s no better time to embrace new trends. No matter how you choose to express yourself, we’ve got the hero pieces that fit.
Showcasing Simple Be’s latest collection, the three women wear trend-led looks reflective of their personalities. The SS19 collection includes colour block denim, reimagined animal print, embellished utility-wear and printed tailoring in sizes 12-32, giving women of all shapes and sizes statement new-season fashion to express their identity through.
The campaign builds on the momentum of a recent protest staged by the retailer outside London Fashion Week, which saw Hayley Hasselhoff gather an army of defiant global models and diversity campaigners on-board a campaign bus to challenge the lack of size representation in the female fashion industry.
The open topped Routemaster bus, wrapped in imagery of a voluptuous model in lingerie, was packed with campaigners wearing t-shirts proclaiming their bodies don’t restrict them when it comes to being who they want to be, as they chanted ‘we have more to say than any dress size could’.
The protest received floods of positive feedback from Simply Be’s community across social media, with users commenting: “Love everything about this!”, “This is amazing!! Loved watching the stories and videos – so inspiring”, “This campaign though! Loved it!”
The TV advert is also supported by a digital video showing the three campaign models talking about the life defining moments that helped them to accept their bodies and embrace life with a new confidence.
The empowering campaign will run for four weeks and include TV, digital and print adverts. The ad will launch during The Voice on Saturday 23rd March, followed by slots during Hollyoaks and Made in Chelsea, amongst others.
Watch the Simply Be Spring Campaign here: https://youtu.be/VUqXku3f7Nk
Watch the long form digital video here: https://youtu.be/Wkw3fwqfxSQ
The SS19 collection is available online now at www.simplybe.co.uk.
