Before major retailers like Target and JCPenney started really paying attention to plus size women there was British retailer Simply Be. They recently unveiled their global rebrand just in time to debut their Spring 2018 line, which highlights athleisure, swim, prom, festival ready-to-wear styles, and accessories.
But what makes this plus size launch such a big deal?
Simply Be is now putting major efforts into appealing to the US market. After meeting with several of your favorite plus size bloggers and influencers, they’ve heard our cries for more size diversity in the models they use. They are working on shooting more campaigns with models who are a size 20 and up. And the brand also has a new dedicated team in New York with collections created specifically for American consumers.
Rich Storer, U.S. Vice President of Marketing says:
“We have a responsibility to empower women and this comes in many different forms, but first and foremost we are a fashion brand so our new image is an assertive step away from the often-vanilla campaign images hitherto used in the US curve market. These images convey confidence,sass, verve, sex appeal and energy and beautiful curves in a more editorial manner.”
To support the relaunch there will be a series of pop-up stores in cities and universities across the country, beginning in New York this summer. Shoppers can interact with the collections, try them on, and experience Simply Be’s clothing in person. Brand fit experts will also be on hand to guide shoppers to the perfect fit.
Here are a few of my favorite styles:
Shop the new Simply Be US site here!