ADDITION ELLE

ADDITION ELLE

September 11, 2014 09:00 ET

ADDITION ELLE: Make Love Your Legacy

ADDITION ELLE Vows to Make You Fall in Love With the New Love&Legend TV Campaign and #meetmylove Social Media Experiment

TORONTO, ONTARIO--(Marketwired - Sept. 11, 2014) - ADDITION ELLE -

Editors Note: There are two (2) videos associated with this press release.

Canada's leading retailer in the plus-size market, ADDITION ELLE, is set to launch a new TV commercial, social media campaign and contest as they debut their new 90's inspired Fall collection all in the name of "Making Love Your Legacy".

ADDITION ELLE's Love & Legend collection takes Grunge Chic to a new level with the hottest mix of faux leather, plaid, lace and denim. The 90's inspired trends represented in plaid shirts, and denim jackets, as well as, a wide range of jeans from acid wash to jet-black jeggings. Other favourites of the decade include the jumpsuit and monochromatic colour palettes, making a fierce comeback this season! To pump up the glam, these nostalgic styles incorporate new twists like acid pink accents, and plunging necklines not to mention chunky black and silver studded accessories. Always classic, with a Fresh Prince flare, the new vintage-looking Varsity jacket -- which pairs beautifully with the casual feel of joggers and collegiate tees.

Unlike previous T.V. campaigns featuring sexy Ashley Graham and lingerie, ADDITION ELLE takes a softer, more emotional approach to this latest campaign. Conceived and directed by Lori Von Sychowski of Mookai, the campaign has a cinematic feel as it explores the relationship between star-crossed lovers. "We want to break the pre-conceived stereotypes of plus-size women being portrayed as the funny girl or the girl that doesn't get the guy," says Roslyn Griner, Vice President of Marketing. "In this campaign the girl portrayed by model Georgina Burke is the center of an epic love story."

The ad features Hamilton born Michael Bernard Fitzgerald's song "I Will" which supplies the moody soundtrack adding to the cinematic feel. As an added interactive element, ADDITION ELLE has partnered with music streaming app Shazam by creating a call to action for users to shop the clothing featured in the ad campaign and provide an opportunity to discover Michael Bernard Fitzgerald's work.

To support its TV campaign Addition Elle has created a social media campaign called #meetmylove, which is featured in the sign-off of the new TV campaign. The premise is a series of videos showcasing the love stories of bloggers Nadia Aboulhosn (NadiaAboulhosn.com), Karyn Johnson (Killer Kurves), Diana di Poce (Dare Magazine), Gabi Fresh (GabiFresh.com), Nicolette Mason (NicoletteMason.com) and ADDITION ELLE's very own Jennifer Patterson. In addition, world famous model Ashley Graham will also participate and open up about her own love story. The stories are told through the lens or viewpoint of the partners of these women, giving fans and customers an opportunity to discover who is partnered with who and hear about their unique love stories. Customers will be invited to submit their own love story through Facebook and Instagram using the #meetmylove hash tag to win a trip to Montreal, featuring a romantic stay at the exclusive Love Hotel.

ABOUT ADDITION ELLE

Addition Elle has over 30 years of experience in delivering trendy, flattering and fashionable clothing for plus size women across Canada. Addition Elle's ready-to-wear collections of intimates, sportswear, outdoor active wear and career apparel are designed to inspire our customer to look and feel her personal best in every aspect of her life. With over 100 retail locations across Canada, Addition Elle promises to deliver "fashion democracy" to its customers, a philosophy grounded in the belief that style isn't limited by size. Addition Elle fashions can be purchased in-store or online at additionelle.com.

@AdditionElle

Facebook.com/additionelle

www.youtube.com/user/additionellevideo

www.additionelle.com

To view the videos associated with this press release, please visit the following links:

LOVE & LEGEND TV spot with Shazam: http://www.youtube.com/watch?v=5ajzenB7f0U&feature=youtu.be

ADDITION ELLE #meetmylove teaser video: https://www.youtube.com/watch?v=6NURMS1IMR0

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