Inclusive fashion brand Simply Be is calling time on clothes which make women feel like their bodies are “wrong” and instead focusing on the real enemy – bad fit – with its new brand platform “Serious About Shape”, developed by creative collective House 337. That message is at the heart of a new film breaking on Monday 1 May, also created by House 337, which shows how Simply Be is the style ally for every woman and every kind of body, no matter her shape or size. The 30-second ad opens with an audio montage of self-shaming messages women have internalised after years of trying on clothes which don’t fit. A clear voice then breaks through the babble, announcing: “Your bodies have never been the problem.” “Everybody deserves fashion that fits,” the voiceover continues, as a diverse cast of models showcase Simply Be products including a knee-high boot available in three calf sizes; a bodycon dress that’s actually conscious that bodies come in different shapes; and the brand’s denim range, designed so women of all shapes can easily find jeans that perfectly fit from waist to ankle. It ends with the new Simply Be brand line: “Serious About Shape.” This reflects Simply Be’s vast experience designing well-fitted clothes, its breadth of size architecture, using hundreds of body scans for reference, and fittings with live models to ensure garments are comfortable for the wearer. ‘Serious about Shape’ is more than a tagline— it positions Simply Be as a womenswear brand that puts women first and serves as an attitudinal, galvanising intention to always do better for their customer and the industry.