Due to its plus size heritage, Simply Be wasn’t on most women’s radar, and if it was, they were often embarrassed to shop with them.

In order to widen their audience base and make the brand culturally relevant, we needed to make our fit expertise desirable for women of all sizes through a unifying insight.

After a deep dive into our target consumer it became clear that no matter what size or shape, women blame their bodies - not the clothes when they don’t fit.

So we set out to fix that!

Over the course of three campaigns we embarked on a journey to unify women against a common enemy; an industry that doesn’t cater for their bodies, whilst also showcasing the emotional benefits of simply be’s superior fit and fashion offering.

To kick of our journey in SS22 we started with the F-it campaign - sticking two fingers up to the industry that had led women to blame their bodies and not the clothes for too long.

Using influencers and models that shared our point of view, we started a movement that unified all women against bad fit and celebrates the sense of freedom good fit gives.

Role: Creative Director