26 Jul 2023
If the billboard fits: Simply Be launches ‘Serious About Shape’ Campaign.
It’s a simple message: “You’re not meant to fit clothes; they’re meant to fit you”. And it comes from plus-size fashion brand Simply Be’s new billboard campaign unveiled on 13 July as part of its ‘Everybody Deserves Fashion That Fits’ theme.
Referring to itself as the “inclusive fashion empire”, Simply Be “is calling time-out on badly fitting clothes” with the new ‘Serious About Shape’ campaign showing women that “bodies of all sizes deserve a good fit”.
To launch the campaign in its HQ’s home city, Manchester, the retailer has unveiled two 36ft murals this week, spanning 297 sqm, claiming it’s one of the UK’s largest mural canvases and the biggest ever in Manchester.
Painted on the side of two buildings on the corner of Thomas Street, in the heart of the city’s Northern Quarter, the murals show five women wearing the same pair of jeans, but each with their own unique shape.
Created by Mural Republic Ltd and Kinetic, the mural was painted by six artists over a five-day period, using over 100 cans of paint, including special colours replicating the denim and will stay until 30 July. The murals highlight Simply Be’s core brand purpose, “to create fashion that is inclusive for all women – putting them, and not the industry first”.
This year, the brand has challenged the fashion industry on badly fitting clothing after it was revealed in its own survey that 99% of women feel frustrated with inconsistent sizing in the fashion industry, and 92% agree that badly fitting fashion can hinder personal style.
The unveiling on Thomas Street includes local size-inclusive influencers Isobel Greenfield and Ellie Buckles handing out goody bags, which include a 25% discount code, as well as other treats.
Sinead Donohoe, Head of Marketing at Simply Be, said: “The murals in Manchester are really impactful and represent our aim for change as inconsistent sizing and badly fitting fashion are just not acceptable. We hope they inspire women and encourage them to blame the clothing, not themselves.”
