Simply Be, an inclusive fashion retailer owned by N Brown, has launched a new campaign to challenge the fashion industry and call for an end to badly fitting clothes. The campaign, titled ‘No More Bad Fit’, comes after a survey conducted by the retailer revealed that 99% of women feel frustrated with inconsistent sizing in the fashion industry, and 92% agree that badly fitting fashion can hinder personal style.

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Simply Be FIT expert Carole Wilson said: “On behalf of women everywhere, we’re calling for an end to bad fit. It’s time every woman felt empowered and confident through great fitting fashion. Fit’s our thing. It’s why we exist.”

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The retailer said it is “unequivocally revealing its secrets to creating the perfect fit through its clever design, technology, and style standards.” This includes adjustable elements for flexibility, clever little details that make a big impact, and clever seaming to enhance shape such as back yokes and darts. It also builds stretch into garments to ensure comfort and ease of movement, fits its products on real women and multiple body shapes, and uses a 3D scanner to collate body measurements from real women, which can then be used to adapt pattern blocks.

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With a focus on creating clothes for women of all shapes, the brand is moving away from just being known as a ‘plus size’ label and “becoming one of the UK’s most inclusive brands, with on-trend pieces available in sizes 10-32, meaning everyone can get in on the action,” it said.

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The campaign is part of Simply Be’s mission to make sure that all women feel confident and empowered through great fitting fashion. The retailer is hoping that its campaign will encourage other fashion brands to follow suit and make sure that all women can find clothes that fit them properly.

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Source:
Retail Gazette. (2021, April). Simply Be campaigns to end ill-fitting clothes. Retrieved from https://www.retailgazette.co.uk/blog/2023/04/sim
Sources: https://www.retailgazette.co.uk/blog/2023/04/simply-be-campaigns-to-end-ill-fitting-clothes/