Best&Less Celebrates ‘YOU’ In Lingerie Campaign

Best&Less Celebrates ‘YOU’ In Lingerie Campaign
B&T Magazine
Edited by B&T Magazine

Apparel retailer Best&Less has set out to defy the norms of traditional lingerie marketing for the women of Australia in its latest campaign: Perfect Fit For You via 99c.

Embarking on a new journey in its marketing strategy, Best&Less aims to make all women around Australia feel and look good without compromising on price, quality or fashionability.

The campaign encourages women to be themselves, showcasing their personality in all aspects of fashion, right down to the perfect underwear.

Although Best&Less has catered to a larger size range for years. The retailer is building further on its inclusive sizing, the latest bra range fits up to size 20DD, with select styles across Best&Less’ are offering extended to size 26G, which are in store and online now.

This size expansion continues into underwear also with select styles up to a size 26 or 30, both available online now.

Best&Less head of marketing, Janine Van Deventer, said: “The world has embraced conversations about equality and inclusivity over the past 12 months. Best&Less has always offered clothing and underwear options for women of all body shapes.

“In staying true to meeting the needs of our customers, Best&Less acknowledges where we could be doing better to cater to more people. Extending sizing in the essentials of bras and underwear was a logical move.

“We hope our customers will be pleased with this and look forward to welcoming some new and returning customers.”

The Perfect Fit For You campaign kicked off, 11 July, including TVCs, social media, influencers, PR, digital and in store experiences.

Client: Best&Less

Head of marketing: Janine Van Deventer

Brand marketing Manager: Sally Patman

Brand marketing Specialist: Nick Day

Creative production Manager: Robyn Ewing

Producer: Jess Russell

Creative manager: Angie Lotz

Creative Agency: 99c

Creative director: Adi Eksteen

Art director: Alain van Heerden

Account director: Ashley Saint

Executive producer: Katherine Tripp

Production company: DMC Digital

Director: Allan Coy

Executive producer: Allan Coy

Producer: Marlena Cacciotti

DOP: Paul Shakeshaft

Gaffer: Simon Walsh

Post-production: 99c

Photographer: Damian Bennett

H&M: Lisa Fulginiti, Karina Farrugi, Sasha Lorge

Stylist: Cheryl Tan, Larissa Astroza

Production: Jess Russell

Art director: Angie Lotz

PR: InsideOut PR

Media: Bohemia

Group business director: Nicola Kiely

Business director: Josh Harrison

Natasha Galasso Media Coordinator

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best best&less Inclusive Sizing Janine Van Deventer

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