// Simply Be launches new campaign challenging the fashion industry to end badly fitting clothes
// A survey revealed 99% of women feel frustrated with inconsistent sizing in the industry
Simply Be, has launched a bold campaign with the strapline ‘No More Bad Fit’ focused on challenging the fashion industry and calling for an end to bad fit.
In a recent survey launched by the N Brown-owned inclusive fashion retailer, it was 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.
To make a stand, Simply Be said it is “unequivocally revealing its secrets to creating the perfect fit through its clever design, technology, and style standards.”
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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.
“We fit and develop our fashion on real bodies, and we’re damn proud of it. We are totally upfront with our sizing, and we know what works for different shapes.”
It said this approach includes “adjustable elements for flexibility, and clever little details that make a big impact, so it can create fashion that’s enjoyable to wear and will accommodate changes and fluctuations in a woman’s shape. No need to worry about bloating”.
It also said it uses “clever seaming to enhance shape such as back yokes and darts”; builds stretch into garments to ensure comfort and ease of movement (especially the denim range); it fits its products on real women and multiple body shapes; and its “digital equipment stands out from the crowd”.
On the latter front, that means using a 3D scanner to collate body measurements from real women, which can then be used to adapt pattern blocks.
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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