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Published
Jan 31, 2017
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Lingerie brand Torrid taps real women for new campaign

Published
Jan 31, 2017

US-based plus sized retailer Torrid has launched a new campaign, tapping real women of a variety of shapes and sizes to star in the series of images.

Entitled #TheseCurves, the campaign is focused on highlighting Torrid’s new line of plus-sized intimates that range from size 10 to 30. Modeling the new collection in the campaign is a cast of both customers and digital plus-sized influencers.


An image from Torrid's #TheseCurves campaign - Torrid



Liz Munoz, Senior Vice President of Torrid, said in a press release, “Launching this hashtag with our intimates campaign, felt right because finding the right bras and panties for a plus size woman has its challenges. Oftentimes, plus size women have been left with bland options. Here at Torrid, we take intimates very seriously and feel that the plus size woman should never have to compromise fit and style. She should have sexy options, just like straight size women.”

Instead of professionally-shot campaign images, the majority of images feature ‘selfies’ of regular ‘non-model’ women showing off the new intimate offerings. 

The new ad is just the latest in a string of campaigns that play off changing consumer preferences. L’Oreal recently launched a True Match campaign that featured the True Match foundation on a diverse group of everyday woman rather than one single celebrity face.

Moreover, a recent study found that celebrity and singer endorsements have little-staying power with Gen Z shoppers. The study found that Gen Z consumers shop based on what their friends are buying, which may explain the success of brands like ColourPop, a cosmetic brand that advertises exclusively on social media.

 

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