Never Fully Dressed targets Love Island audience with first TV ad

Fashion brand Never Fully Dressed has created its first national TV ad, which launched this week via ITV’s popular reality TV show Love Island.


The brand, launched in 2009, sells printed dresses and blouses for women from 25 to 35 years old. It worked with Media Agency Group to explore new ways of growing its brand presence, and decided that this summer’s hit TV show Love Island was the right platform to promote the brand to new potential customers.

“TV still has a valuable place in the whole marketing mix and Love Island has clearly demonstrated how young audiences are using the medium to consume relevant content. Never Fully Dressed is a high-end online fashion brand and we felt that advertising both on ITV2 and on demand during Love Island, were the perfect place for this female focused clothing brand,” said John Kehoe, CEO of Media Agency Group.

Lucy Aylen, founder of Never Fully Dressed, added: “We just felt it was about to time to share our love with the world on a higher platform. The Love Island viewer felt the perfect place to start.”

The TV spot shows family and friends of the brand wearing the same pieces to demonstrate how the clothing fits on different body types.

The brand has a high street store on London’s Queens Road, and has more than 200,000 followers on Instagram.

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