CHANGING THE CONVERSATION
ON FIT & BODY IMAGE
You’re stood in front of a dressing-room mirror and something doesn’t fit, what do you blame? Your boobs, bum, thighs. But never the clothing itself. We don’t do this with footwear, yet there’s something so emotionally charged when it comes to certain parts of our body.
For SS23, Simply Be move the fit conversation beyond size (fuelled with self-judgement and anxiety) and towards something to help women accept themselves, as they are. So we started talking ‘shape’ and took ownership of it via new brand platform Serious About Shape. To launch the platform, the campaign film encourages women to judge the clothing not themselves, while OOH & social celebrate Simply Be’s design expertise for all body shapes - bringing an inclusive body positive message to their audience.
In social, the campaign cast chat candidly about how good fit makes them feel
TV, DOOH and social was supported by a YouTube podcast ‘Shaping Success’, where Fleur East explores what it takes to be a woman at the top of her game who refuses to fit in. Fleur interviews some of the UK’s most inspiring female pioneers from Monroe Bergdorf to Emily Scarratt, on what shaped their journey to success and the role clothing plays in their self confidence.
