Simply Be, the fashion brand which makes clothes that fit all women’s bodies, is urging the nation to break up with bad fit in its autumn/winter advertising campaign, created by House 337.
The campaign encourages women to let go of things which no longer fulfil them. Instead, empower the message to surround ourselves with things that make us feel good and contribute positively to our confidence and wellbeing, from careers to what we eat, and what we choose to wear.
For decades, the fashion industry has excluded women that do not fit within an idealised size or shape. Those on the periphery have had to put up with ill-fitting clothes, making do with what’s on offer. Bad fit is not just physical. It holds us back, it quietens our convictions, it makes our personalities smaller.
When it comes to what we wear, there should be no compromise about feeling our best. The campaign is a rallying cry to break up with badly fitting clothing and empower women to find emotional liberation – once and for all.
The film from House 337 features a range of women, reflecting the entire span of sizes available at Simply Be and show how the brand is for anyone who wants to feel confident, sexy and invincible in clothes that work with their body.
The campaign continues to partner with women featured in the films who vigorously campaign about fit-based issues on their platforms to continue the conversation through the line authentically. Behind the scenes, social content features the cast members speaking about their unique relationship with fit.
Sinead Donohoe, Head of Marketing at SimplyBe, said: “Building on the success of Spring/Summer, we are once again going to war with bad fit, showcasing how Simply Be helps liberate women from the emotional and physical restriction of bad fit. The fashion industry still doesn’t truly cater for all women of all shapes and this is something we wanted to show we understand. It shouldn’t be revolutionary, but it is.”
Laura Liggins, Art Director at House 337, said: “The issue of bad fit and its impact is an important one, but we wanted to communicate it with cut-through, confidence and a tongue-in-cheek charm. All too often, the subject is communicated by positioning our women as victims. Which is why the tonality was key, empowered, confident and unapologetic. The casting and talent behind the camera all being able bring their authentic stories and experiences to the table was also core to the idea and execution of the campaign”
- Executive Creative Director, Zara Ineson
- Creative Director, Turhan Osman
- Art Director, Laura Liggins
- Creatives, Gabriella Kohli, Nick Coats
- Strategy Director, Laura Sammarco
- Planners, Abbey Gaunt
- Account Management, Yasmine Mael, Jessica Muhl
- Agency Producer, Louise Hawkes
- Photographer, Emily Lipson @ CLM
- Director/ Production Co, Christelle de Castro @ Ground Work
- Producer, Mel Giles
- Editor, Phil Currie @ Trim Editing
Post Production, No. 8
Sound Design, Janes Everett @ No. 8
DoP, Olan Collardy
House 337 is a collective that demonstrates the power of creativity for our people, for our clients’ brands and for society. The collective merges the Titanium-Grand-Prix-winning creative agency Engine Creative – named by Fast Company as one of the world’s most innovative companies 2022 – and fashion and lifestyle specialist creative agency ODD Group.
Services for brands include leveraging House 337’s award-winning heritage in Advertising & Communications, Brand Consulting; Experience Design; Communities & Content, Ethical Consultancy and Product Innovation. House 337 clients include Sky and Sky Zero Footprint Fund, Marks & Spencer, E.ON, Tesco’s F&F, Santander, JD.Williams and the Cannes Lions Titanium-Grand Prix-winning Kiyan Prince Foundation. House 337 is driven by a common creative purpose: to help brands grow by taking them to unexpected places. Part of Next Fifteen Communications, House 337 launched in September 2022 and can be found at house337.com.