TORONTO, ONTARIO--(Marketwire - March 4, 2013) -
Editors Note: There is a photo associated with this press release.
Confident, beautiful, sexy: three of North America's most recognized plus size bloggers will be showcased in a bold new lingerie campaign for ADDITION ELLE's Spring 2013 collections. The premise was simple; Addition Elle challenged the plus size fashion blogger community to participate in a lingerie shoot and share the images with their fan base and in turn ADDITION ELLE would showcase the images on their web-site and in their digital media campaign inviting fans to vote on their favourite bra. A true act of "Fashion Democracy" that will dispel any notion that sexiness is limited to a certain body type or size. This exciting collaboration offers bloggers a unique opportunity to showcase their individual personalities and styles with their existing fan bases, in addition to a wide audience across North America. The campaign launches March 7, 2013 coinciding with the premiere of ADDITION ELLE's new lingerie TV ad featuring Ashley Graham, which premieres on the March 18th.
"We are very excited to partner with these leading fashion bloggers to showcase our lingerie. This campaign is exciting first for our brand projecting a sexy, tasteful image of three daring, beautiful young women in our lingerie removing the size taboo that still exists in the fashion industry's paradigm of what is considered to be beautiful and sexy. We think this campaign is ground breaking and represents what it truly means to be a Showstopper beauty", explains Roslyn Griner, Vice President of Marketing and Visual Presentation for ADDITION ELLE.
A RENOWNED PHOTOGRAPHER + 3 DARING BEAUTIFUL WOMEN
What do Sarah St-Fleur (Queen Sized Flava) Karyn Johnson (Killer Kurves) and Nadia Aboulhosn (NadiaAboulhosn.com) all have in common? Hailing from Montreal, Toronto and New York, these fashion bloggers share their passion for fashion and the confidence and style that comes from feeling comfortable and beautiful in their clothes.
"This initiative is all about ADDITION ELLE's audience - women will be able to identify themselves in the campaign by seeing a real-world perspective of women with curves" explains Karyn. The model/blogger has partnered with the brand to share her styling as a guest blogger on additionelle.com. Through regular "Karyn's Picks" postings and blog posts, Karyn will inspire our customers to be as fearless with fashion as she is. While shopping online, visitors will receive outfit inspiration from Karyn's bi-weekly style selections using ADDITION ELLE's beautiful new collection.
Nadia, a New York fashion blogger explains her support for the exciting new campaign, "I live in New York and I find there are not enough choices for plus-size consumers that are fashion forward. I want to collaborate with ADDITION ELLE since it is the place to find the perfect statement piece, like their leather peplum belt".
Sarah St-Fleur tells us: ''ADDITION ELLE celebrates diversity: being a plus-size African-American woman, I've encountered my fair share of prejudice in my life. I am part of this campaign because I want to be there for all young women that struggle with all kinds of prejudgements, whether it is about their race, their weight or their self esteem."
The diversity and uniqueness of these three young women, combined with a renowned fashion photographer, Maude Arsenault, has resulted in a sexy, seductive and empowering campaign. Maude is recognized internationally for her breathtaking fashion photography and was pleased to collaborate with ADDITION ELLE on this campaign. The photographs will be posted on bloggers' websites, social media platforms, and the ADDITION ELLE online site. "A woman's body is always a marvellous source of inspiration and this project really helped me showcase and step out of traditional model projects," declared the photographer, "The photos that we have created translate feminine curves into beautiful pieces of art".
ONLINE EVENT #BEASHOWSTOPPER
Digital and social advertising will drive women to participate in the ultimate bra vote on Beashowstopper.com which is linked to ADDITION ELLE's website. Customers will be invited to vote for their favourite bra picks from the new ADDITION ELLE Spring 2013 collection by clicking "like" on the styles that they love. By participating, customers will receive a $20 coupon off their next purchase of ADDITION ELLE clothing from March 7 to April 15. During the campaign two styles will be posted on the ADDITION ELLE facebook fan page and on aditionelle.com.
ABOUT ADDITION ELLE
Addition Elle has over 25 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 and career apparel are designed to inspire our customer to look and feel her personal best in every aspect of her life. With over 106 retail locations across Canada, Addition Elle carries a beautiful selection of intimate apparel, sleepwear, outerwear and accessories designed to celebrate "fashion democracy", which allows customers to address their fashion and lifestyle needs. Addition Elle fashions can be purchased in-store or online at www.additionelle.com.
To view the photo associated with this press release, please visit the following link: http://media3.marketwire.com/docs/Addition_Elle.jpg.