Plus size retailer Addition Elle is debuting their new 90’s inspired Fall collection by launching a new TV commercial, social media campaign and contest. According to MarketWired.com, the Love & Legend collection is said to take grunge chic to a new level with a mix of faux leather, plaid, lace and denim.
This campaign uses plus size model Georgina Burke and is considered to be a less sexy campaign as the previous one with Ashley Graham.
“We want to break the pre-conceived stereotypes of plus-size women being portrayed as the funny girl or the girl that doesn’t get the guy,” says Roslyn Griner, Vice President of Marketing. “In this campaign the girl portrayed by model Georgina Burke is the center of an epic love story.”
The commercial ad is partnered with Shazam where users are able to buy the clothes and find out about the music that accompanies the video.
The social media campaign uses the hashtag #meetmylove. To stay with the theme, love stories from some of the biggest names in the plus size fashion industry like Gabi Fresh and supermodel Ashley Graham will be shared. Fans of Addition Elle get to share their own stories for a chance to win a trip to Montreal.
View the #Meetmylove video HERE.
What a campaign! I’ve browsed the collection and here are some of my favorites.