Addition Elle wants to make a statement during New York Fashion Week.
The Canadian plus-size fashion retailer, which has shown at the Kia STYLE360 venue for the past few seasons, will launch its “F* This” campaign at the show, which will take place on Sept. 14 at 3 p.m.
The show will begin with footage from the campaign, which features plus-size models Ashley Graham, Jordyn Woods, Candice Huffine, Barbie Ferreira, Tara Lynn, Philomena Kwao and Nadia Aboulhosn. The video is a play on derogatory “f-word” phrases, which are later revealed to be empowering mantras such as “fashion yourself” and “flaunt it.”
“It’s really a rallying call about the frustrations that the plus-size consumer has today about not being a part of the fashion world,” said Roslyn Griner, Addition Elle’s vice president of marketing and visual display. “Our vision for our brand is about fashion democracy and each of these models has been spokespeople in body advocacy.”
The show, which will be streamed on Facebook Live and include most of the models who appear in the campaign, will preview looks from Graham’s Essentials intimate apparel line and her holiday 2016 “Seductive” collection. The brand will also present ready-to-wear pieces from Aboulhosn’s collection.
Addition Elle launched in the U.S. with Graham’s lingerie collection at Nordstrom in May and has since expanded into Dillard’s and Bare Necessities. Nordstrom previously only carried the brand’s intimate apparel, but is starting to test its sportswear, which is also currently sold at Lord & Taylor.