Inclusive fashion empire, Simply Be, has launched a bold campaign with the strapline ‘No More Bad Fit’ focused on challenging the fashion industry and calling for an end to bad fit.
In a recent survey launched by the brand, it was revealed that 99% of women feel frustrated with inconsistent sizing in the fashion industry, and 92% agree that badly fitting fashion can hinder personal style.
To make a stand, Simply Be is unequivocally revealing its secrets to creating the perfect fit through its clever design, technology, and style standards.
Carole Wilson, FIT expert at Simply Be comments: “On behalf of women everywhere, we’re calling for an end to bad fit. It’s time every woman felt empowered and confident through great fitting fashion. FIT’S OUR THING. It’s why we exist. We fit and develop our fashion on real bodies, and we’re damn proud of it. We are totally upfront with our sizing, and we know what works for different shapes.”
SIMPLY BE’S SECRET GUIDE TO GREAT FIT
1. First of all, Simply Be includes adjustable elements for flexibility, and clever little details that make a big impact, so it can create fashion that’s enjoyable to wear and will accommodate changes and fluctuations in a woman’s shape. No need to worry about bloating!
2. With a focus on shape and contour, Simply Be uses clever seaming to enhance shape such as back yokes and darts.
3. Building stretch into garments is a key focus, to ensure comfort and ease of movement. In particular, the denim range features a huge range of stretchy components.
4. The brand fits its products on real women and multiple body shapes to ensure its fit accommodates to not only different sizes but also different shapes.
5. Its digital equipment stands out from the crowd. Simply Be uses a 3D scanner to collate body measurements from real women to perfect its shape and fit, which can then be used to adapt pattern blocks.
Behind-the-scenes at the FIT studio:
Step 1. Initial design brief
Simply Be develops its designs in-line with new season trends, however fit always comes first. The initial design then gets sent to its supplier for costing and to make the first sample.
Step 2. Fitted on real bodies
The brand checks the sample on different size and shape bodies, checking how it fits and feels, as well as details like movement, stretch, the length, seams and fabric quality.
Step 3. Perfecting the fit
Send any amendments back to the supplier to recut the pattern and create a new sample. Sometimes the sample can go through a few rounds of amends to get it perfect.
Step 4. Showing off fit
Once the sample has been signed off and ready to go into production, Simply Be can then style it up and show it off on the website. For photoshoots, the brand uses a range of model sizes and body shapes.
