Addition Elle is aiming to push the envelope in plus-size fashion this fall.
The Reitmans-owned retailer is launching a campaign called “F* This.” Created by Montreal-based Mookai, the campaign features models and influencers Nadia Aboulhosn, Tara Lynn, Ashley Graham, Jordyn Wood, Philomena Kwao and Barbie Ferreira.
“[The campaign] showcases our message about body empowerment, body positivity and fashion democracy and it really is that rallying cry—that we need to be seen, we need to be valued and we need to be fashioned up,” said Roslyn Griner, vice-president of marketing at Addition Elle. “The play on the ‘f’ is obviously on the profane word, but it’s not really about that. It really is about ‘f’ stands for fashion, for flaunt this, for being forward thinking.”
Addition Elle tested the ad, and Griner said, “It will provoke conversation.”
“It’s polarizing because there is a shock value to the beginning of the campaign and people were taken aback. But, it makes you listen to the real message.”
Griner said there’s frustration in the plus-size community because it can be difficult to find fashionable clothes. “When you look at ‘eff your beauty standards’ and all these hastags that are being used on Instagram, it’s this sort of cry to be included.”
Addition Elle has released a series of videos from the campaign on YouTube, and TV spots begin airing on Sept. 14.
Addition Elle has also teamed up with Aboulhosn, a New York-based fashion blogger, on a new capsule collection for its edgy Love & Legend brand. This is the second collection Aboulhosn has designed for Addition Elle.
The new ’90s-inspired collection includes pieces like a mesh bodysuit, eyelet dress and oversized masculine denim jacket. It will be available in sizes ranging from 12-24 and will sold at additionelle.com and in select stores across Canada as of mid-September.
Aboulhosn “is a great ambassador for Love & Legend and her personal style is so relevant today because it’s all about athleisure and she is sort of the queen of that,” said Griner. “She brings a sexy, cool vibe to Love & Legend and the outfits really reflect the trends today… Our position is about fashion democracy—bringing relevant trends and styles to the plus-size market.”
The collection will be presented on the runway at the Kia Style 360 show during New York Fashion Week, alongside Addition Elle’s ready-to-wear and Ashley Graham’s lingerie collections. The retailer is doing a live stream of the fashion show on Facebook.