To expand their audience, we emphasised the value of Simply Be's fit expertise for all sizes.

Ill-fitting clothing isn't exclusive to plus sizes. Every woman has experienced poorly lit changing rooms and outfit disappointment. Women instinctively blame their bodies, not the clothes.

To make Simply Be relevant, we united women against a common enemy: bad fit. We invited all women to experience the liberation of fashion that truly fits.

Our campaign went beyond rational proof; it was a movement. F-IT, our irreverent creative vehicle, challenged the industry that perpetuated body blame. We fought against the physical and emotional impacts of bad fit: discomfort, exclusion, and low confidence.

Collaborating with influencers and models who shared our perspective, we ignited a movement that unifies women against bad fit and celebrates the freedom of good fit.