SEEKING REAL WOMEN: “America’s Next Top Model” host Tyra Banks is all about acceptance, so it’s fitting that British multichannel retailer Simply Be is partnering with the show for a season-long empowerment campaign. The company is sponsoring a challenge during Wednesday’s premiere with the help of the CW show’s Cycle 10 “Fiercely Real” winner Whitney Thompson. Ty Alexander, Kelly Augustine and “ANTM” judge Kelly Cutrone will share their girl power message during a Simply Be-hosted screening party at New York’s Soho House.
Alexander, Augustine and fellow bloggers Monique Frausto, Kristine Thompson and Tess Holliday were invited by the curve-loving Simply Be to shoot viral videos to help spread the word. In addition, Simply Be has unveiled an ad campaign spotlighting four model search finalists who aim to be the U.K.’s next curvy model — Rosie Clough, Chanelle Mustafa, Angel Afrika and Charlotte McGuinness. The four British women were chosen from a field of thousands, before being flown to New York for the campaign’s photo shoot at a rooftop party in Williamsburg, Brooklyn, and the High Line.
The multimillion dollar ad campaign debuted in the U.K. on Saturday, during the popular prime time show “X Factor.”
A company spokeswoman said Simply Be is always on the hunt for new curvy models to work with and there aren’t enough that represent real women of the U.K. Their ad serves as a trailer for a three-part short film that documents the #CatwalkContender competition. Set against Paloma Faith’s single “Ready for the Good Life,” the ads will run through October, followed by a holiday-friendly edited version due out Nov. 5. This fall’s spots are meant to appeal to a younger market in search of trend-driven pieces that fit, according to a company spokeswoman.