Inclusive fashion brand Simply Be is calling time out ill-fitting clothes with its latest TV campaign, ‘Serious About Shape’ which shows women that bodies of all sizes deserve a good fit.
Designed by London agency House 337, the campaign is centred around a 30-second spot that showcases the extensive diversity of Simply Be’s range, as its aims to cater for all body shapes.
The campaign highlights Simply Be’s core brand purpose, to create fashion that is inclusive for all women – putting them, and not the industry first.
“Once again, House 337 have delivered a powerful campaign that speaks directly to consumers’ hearts. House 337 has helped us to articulate how much we understand what is important to our customers,” Simply Be head of marketing, Sinead Donohoe said.
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Airing across All4, ITV Hub and Sky, ‘Serious About Shape’ carries forward the brand’s key Autumn-Winter 2022 brand message, which called on women to ‘break-up’ with badly-fitting clothes.
House 337 executive creative director, Zara Ineson added: “Clothing that actually fits is a subject that seems frivolous, but when you dig deeper, it’s incredibly important to self-confidence and wellbeing. For too long, the fashion industry has fuelled a culture where women shame themselves when something doesn’t fit right. Instead of “the cut is wrong”, we’ll go “my bum is too big”.
“Enough! Through diverse casting and a fresh brand POV, Simply Be want to lead the change – the fashion brand that encourages women to blame the clothing, not themselves.”
