A brand on a drive to reposition itself from a plus size specialist to credible inclusive fashion player, Simply Be was a huge challenge, with a need to avoid alienating a loyal customer base at the same time radically reinvent itself. My role was to be the architect of that transformation, driving creative direction and campaign storytelling and injecting new levels of fashionbility into the brand which did not stretch beyond its reach. Across 18 months, I led the delivery of campaigns in a matter of weeks, not months and amidst a pandemic which put limitations on collaboration, budgets but never creativity.

Taking cues from iconic black and white fashion photography of 90s super models, we ditched the cute, soft and giggly portrayal of curvy women that Simply Be has so often been associated with, and said hello to a new breed of rockstar. Encouraging women to awaken their icon within.

Collaborating with an all-female team including the legendary fashion and celebrity photographer / director Cass Bird, we created a transformative brand moment for Simply Be that turned heads for all the right reasons. The campaign FIT FOR AN ICON was not just an idea but the beginnings of a brand ethos which formed a direction for seasons to come. 

CLIENT:   SIMPLY BE
MY ROLE :  CREATIVE DIRECTION 
PHOTOGRAPHER:   CASS BIRD
PRODUCTION:   JN PRODUCTION