Expanding Size Inclusivity in Fashion

Fashion brand Simply Be has announced its partnership with Sainsbury’s to stock a collection of its range, catering to sizes 10 to 26. This collaboration is part of Simply Be’s “Serious About Shape” campaign, which aims to provide clothing for women of all shapes and sizes. By joining forces with Sainsbury’s, Simply Be seeks to make its trend-led fashion accessible to a wider customer base.

The Importance of Fit and Confidence

Simply Be emphasizes the importance of fit and performance in its designs, prioritizing the customer’s confidence and comfort. The brand’s spokesperson states that clothes should fit the individual, not the other way around. By offering a range of sizes and focusing on great fit, Simply Be aims to empower women to embrace their authentic selves and feel fashionable in what they wear.

Inclusivity and Accessibility in Fashion

The CEO of retail at N Brown Group, the parent company of Simply Be, believes in democratising fashion and providing inclusive clothing that truly fits. Sainsbury’s was chosen as a partner due to its shared ethos of inclusivity and accessibility. This collaboration allows Simply Be to reach a broader customer base and cater to the diverse needs of women of all sizes.

Expanding Size Offering and Variety

Sainsbury’s director of product, Emma Benjafield, expresses excitement about partnering with Simply Be and incorporating the brand into their new fashion destination hubs. By joining forces with Simply Be and their popular range of Tu clothing, Sainsbury’s aims to expand its size offering and bring more variety to both new and existing customers. Inclusive fashion that makes customers feel great is at the heart of Sainsbury’s brand mission.

Overall, the partnership between Simply Be and Sainsbury’s represents a step towards greater size inclusivity in the fashion industry. By offering a range of sizes and prioritizing fit and performance, both brands aim to empower women to feel confident and fashionable, regardless of their shape or size.