Studio Blvd. — The New Icons AW19

Simply Be Case Study

The New Icons AW19

Simply Be Case Study

Simply Be The New Icons Case Study - Intro

For Simply Be’s AW19 campaign we changed the perceptions of plus-size fashion, working to drop the plus and make curve models simply models. We recognised that the size 16+ market seldom reflects the aspiration projected elsewhere in fashion and we've started to change this for good. For Simply Be’s AW19 campaign we introduced “The New Icons” of fashion, empowered, confident and sexy women of all shapes and sizes.

Simply Be The New Icons Case Study - Image 1

Simply Be The New Icons Case Study - Text 1

It’s almost taken for granted these days that when it comes to showing women’s bodies, brands should be more representative. In fact, an insight into our audience showed how tired they were of the one dimensional and tokenistic portrayal of curvy bodies. The fashion industry often perpetuates specific canons of beauty, of which real or unadorned has unjustly become synonymous with curve.With the introduction of “The New Icons” we challenge conventions, representing size 16+ women in an aspirational way, the same way supermodels have been portrayed in fashion ads for decades…Making plus size obsolete by unapologetically celebrating the female form in all its glory.

Simply Be The New Icons Case Study - Teaser

The campaign was launched with a provocative teaser that created intrigue around who our Icons would be and why we need New Icons.

Simply Be The New Icons Case Study - Teaser TVC

Simply Be The New Icons Case Study - Teaser Activations

Simply Be The New Icons Case Study - Campaign Text

This was followed by the launch of the campaign across, TV, VOD, OOH, Press, Digital, and Social. Campaign still images were shot by celebrated photographer Paola Kudacki and hero Simply Be’s DNA that has the product’s shape and fit credentials at its heart.