Simply Be’s new campaign makes ‘plus-size’ stereotype obsolete

The new campaign from online fashion retailer Simply Be and agency Studio Blvd, introduces “The New Icons” – empowered, confident and sexy women of all shapes and sizes.

It’s almost taken for granted these days that when it comes to showing women’s bodies, brands should be more representative, but the size 16+ market seldom reflects the aspiration projected elsewhere in fashion. 

The New Icons campaign turns this on its head, making the “plus size” stereotype of playing the ‘supporting role’ obsolete by unapologetically celebrating the female form and putting curves centre stage. The New Icons campaign enables curvy women to take the spotlight, showing they can be sophisticated, full of attitude and the most fashionable person in the room.

Studio Blvd, an agency focused on empowering brands to play a role in culture, communicates this overdue fashion sea change by introducing The New Icons, representing curvy women in a way that has never been done before. 

The New Icons show curvy women who radiate energy, beauty and bold confidence in a hero film on TV, social and online. 


Something iconic is landing….. #TheNewIcons

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WE NEED NEW ICONS ? #thenewicons

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??? @ingrid_pmedeiros Top: KR212 #TheNewIcons

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Hero still images, shot by celebrated photographer Paola Kudacki, will appear OOH and on social and digital channels.

The campaign will also feature a refresh edit for Winter launching in December on TV and online.

“This campaign was borne from insight into our audience which showed how tired they were of the one dimensional and tokenistic portrayal of curvy bodies – always as the support act, never the sophisticated lead. With The New Icons we aim to challenge those conventions, putting curves centre stage in a way that inspires every woman, regardless of her dress size,” says Isla Kirby, Head of Brand, Simply Be. 

“For two decades, Simply Be has empowered women via perfect-fitting fashion as well as outspoken campaigning for size inclusivity in fashion,” says James Noel, Founder, Studio Blvd. “With The New Iconswe move the conversation on by showing, not telling. We showcase the brand’s DNA by elevating the aesthetic and pushing fashion credibility.” 

“Simply Be is a brand with a long history of representing women of all shapes and sizes; with this campaign we aimed to not only elevate the aesthetic of the brand, but to also set a new industry standard by capturing the beauty of curves through a true fashion lens. Everyone on the creative team, from photographer and stylist to hair and make-up artists, came together to celebrate the true beauty of curves,” says Callum Walker, Creative Director, Studio Blvd. 

“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, I believe we’re taking a step towards changing the face of plus-size fashion, finally representing curvy women how they want to be seen, as undeniably beautiful and aspirational,” says Carla Malfatto, Account Director, Studio Blvd. 

The launch was preceded on Oct. 2nd by OOH, TV and social teasers featuring the headline “We Need New Icons.”

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