LONDON, UK — Inclusive fashion brand Simply Be is calling time on clothes that make women feel like their bodies are “wrong” and instead focusing on the real enemy – bad fit – with its new brand platform, “Serious About Shape,” developed by creative collective House 337.
That message is at the heart of a new film, also created by House 337, which shows how Simply Be is the style ally for every woman and every kind of body, no matter her shape or size.
The 30-second ad opens with an audio montage of self-shaming messages women have internalized after years of trying on clothes that don’t fit. A clear voice then breaks through the babble, announcing: “Your bodies have never been the problem.”
“Everybody deserves fashion that fits,” the voiceover continues, as a diverse cast of models showcases Simply Be products including a knee-high boot available in three calf sizes; a bodycon dress that’s actually conscious that bodies come in different shapes; and the brand’s denim range, designed so women of all shapes can easily find jeans that perfectly fit from waist to ankle.
It ends with the new Simply Be brand line: “Serious About Shape.” This reflects Simply Be’s vast experience designing well-fitted clothes, its breadth of size architecture, using hundreds of body scans for reference, and fittings with live models to ensure garments are comfortable for the wearer.
“Serious about Shape” is more than a tagline, it positions Simply Be as a womenswear brand that puts women first and serves as an attitudinal, galvanizing intention to always do better for its customer and the industry.
Sinead Donohoe, Head of Marketing at Simply Be, said, “Once again, House 337 has 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.”
The predominantly female team ran an open casting call and sourced a diverse range of women of all shapes and sizes, beyond the classic hourglass shape most commonly found on agency books. At its heart, the team structure and casting ensured the campaign tapped into real insight that resonated with the consumer’s understanding of the problems women face when it comes to finding fashion that fits.
Zara Ineson, Executive Creative Director at House 337, said, “Clothing that actually fits is a subject that seems frivolous, but when you dig deeper, it’s incredibly important to self-confidence and well-being. 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.”
The campaign which will air on All4, ITV Hub, and Sky, evolves into the next phase of Simply Be’s mission from the AW22 message with a rallying cry to break up with badly fitting clothing and empower women to find emotional liberation, once and for all.
Executive Creative Director Zara Ineson
Creative Director Turhan Osman
Senior Art Director Laura Liggins
Creative Team Poppy Cumming-Spain & Christina Worman
Strategy Director Laura Sammarco
Senior Strategist Abbey Gaunt
Account Management Sarah Johnston, Dom Kocur & Jessica Muhl
Agency Producer Lawrie McLintock
Photographer Emily Lipson
Director/Production Co SportsCar/Object & Animal
Producer Jen Gelin
Editor Laura Cairney-Keize/Trim
Post Production No.8
Sound Design James E @ No.8
DoP João De Botelho