Addition Elle, the plus-sized fashion brand from Reitmans, is teaming up with bloggers to promote its fall denim lineup.
Addition Elle’s “I Have Great Genes” campaign includes a video featuring three stylish plus-sized bloggers celebrating their physical features and confident attitudes. In the video, the bloggers are wearing jeans and T-shirts and have the words “I have great genes” scrawled on different body parts.
The bloggers, Toronto’s Karyn Johnson (KillerKurves.ca), New York’s Nadia Aboulhosn (NadiaAboulhosn.com) and Chicago’s Gagi Gregg (GabiFresh.com) will be sharing the video with their fan base through their various social media platforms.
“We really believe that the blogger is a key influencer in terms of the fashionability of the brand, especially given that there isn’t a lot of editorial coverage for plus-size [fashion] in traditional magazines or traditional advertising,” Roslyn Griner, VP marketing and visual presentation at Addition Elle, told Marketing. “We wanted to pick bloggers that we felt were really the most fashion-forward bloggers.”
The campaign will hopefully inspire women to love themselves, said Griner. “It’s what I call the ‘anti-Dove campaign’ because these girls don’t need validation from others to say they’re beautiful; they validate themselves and they exude this confidence and beauty that’s really unbelievable,” she said.
As part of the campaign, Addition Elle has partnered with JAG modelling agency on a model search. Participants post photos of themselves on Additional Elle’s Facebook page documenting their own “good genes.”
After several rounds of selections, the top five contestants will be flown to New York for a photo shoot. The winner of the final round will win a $1,000 shopping spree at Addition Elle, will be featured in the 2014 Look Book and have the chance to be signed by JAG. The search will be open to women in Canada and the U.S.
The video concept was developed Montreal agency Mookai, while Brill Communications is handling PR for the campaign.
