TURNING A PRODUCT TRUTH INTO A GALVANISING RALLY CRY
Simply Be - one of Britains most size-inclusive fashion brands, wanted to own fit. However it’s a theme that’s often the cause of dressing-room anxiety and low body confidence in women. So we leant into the issue and took a challenger brand attitude - uniting women against the common enemy, bad fit.
‘F-it’, sticks two fingers up to a fashion industry that’s let women down on fit for too long. We rallied against all the physical and emotional impacts of bad fit: squeezing in or spilling out; straps that dig; jeans with a gap; feeling excluded from trends. Casting influencers that shared our point of view, we started a movement that unifies all women against bad fit and celebrates the sense of freedom good fit gives.
The work lived in TV, DOOH, social and .com
In social, cast chat about how good fit makes them feel
Alongside the in-house team, Fit Studio was launched - a social series pulling back the curtain on Simply Be’s fit expertise via real-time fit sessions with the design team. And Fit Muse - an inclusive community of body positive influencers who test product while candidly speaking about fit & self-esteem.
