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.

For AW22 we continued our the F-it campaign this time adding a playful twist, drawing parallels between badly fitting clothes and a toxic relationship - both of which have the power to suppress your confidence and make you feel like the problem.

Role: Creative Director