Simply Be, the women’s fashion brand, has launched a new Autumn Winter campaign encouraging women to ‘Simply Be’ whatever they want to be. Entitled ‘#SimplyBeReal’, the campaign was developed by LOVE and celebrates confident women being glamorous, unique and true to themselves.
Shot on location in New York, the campaign features the four finalists of the #catwalkcontenders competition, run by Simply Be, Cosmopolitan magazine and Milk Model Management. From over 2,000 entries, the final four were then put though their paces in a week-long photo and film shoot in New York.
The TV ad follows the models working their moves at a photo shoot in the day to a glamorous night partying on rooftops in front of the famous New York skyline. Shot by multi-award winning documentary director, Rupert Murray, the women are sassy, beautiful and confident as they live life to the absolute full in the Big Apple, all to the soundtrack of Paloma Faith’s Ready For The Good Life.
Ben Akers, LOVE’s Creative Director for TV, said, “Our approach is a lot more confident than the brand has ever been in the past. We made sure a bold and fearless attitude came through every single detail of the campaign from the styling and casting to the music and messaging. To me this is how a fashion brand should act - inspiring and real.”
Cath Ryan, Head of Brands and Advertising at N Brown, owners of Simply Be, commented, “LOVE’s response to our brief has dialled up our younger fashion credentials to the extent we are now challenging the industry. Simply Be believe that every woman should look amazing whatever her shape or size. It’s about body confidence, and not being labelled. We want to remove size from the debate. This is a new brand direction for us to build upon in the future.”
The 30-second spot appeared last weekend on ITV1 during X Factor. LOVE has also created online teasers, the print campaign, social content plus a 10-minute documentary exploring the pressures of beauty and fashion and giving guidance on how to find your own individual style.