Pour Moi has teamed up with TV presenter and style expert Gok Wan to launch a new campaign aimed at helping women find the right lingerie and swimwear fit.
The lingerie retailer’s ‘Designed to Fit’ campaign will focus on educating shoppers about sizing and fit, while promoting comfort and body confidence across different ages, sizes and shapes.
The initiative comes as Pour Moi claims an estimated 80 per cent of women are wearing the wrong bra size, highlighting what the retailer describes as one of fashion’s most overlooked fit issues.
Wan, who has built a career around fashion and body confidence, will front the campaign and use his styling expertise to tackle common misconceptions and frustrations around lingerie and swimwear sizing.
He said: “Fit has always been about so much more than numbers or measurements. It’s about how you feel when you put something on, whether you feel comfortable, confident and completely yourself.
“Pour Moi are obsessed with fit, and they don’t just care about it, but they want to get it right for every one of their customers. And that’s why I love working with them.
“I want women to feel empowered to understand their bodies, know what works for them and, most importantly, feel fabulous in what they wear. Because when something fits you properly, you feel the difference.”
The partnership marks Wan’s latest collaboration with Pour Moi, with the retailer saying the pair share a focus on helping shoppers feel confident in what they wear.
Pour Moi chief marketing officer Nicola Cosens said: “We are delighted to be partnering with Gok again, as we naturally share the same genuine passion to help people feel incredible.
“Our shared experience and obsession with finding the best fit for each unique body and occasion is unrivalled.”
The campaign forms part of Pour Moi’s wider focus on inclusive sizing, with its lingerie offering spanning A to J cups.
The retailer said its products are designed to provide comfort and support across a broad range of body shapes, while it also offers virtual fittings with its bra specialists.
‘Designed to Fit’ is available across Pour Moi’s online channels.
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