Roslyn Griner, vice-president of marketing at Addition Elle, tells us via Marketing Mag “Make Love Your Legacy” is a deliberate attempt to break the stereotype of plus-size women being portrayed as the “funny one” or the “girl that doesn’t get the guy.”
“She is the love interest, she’s the icon,” said Griner. “The goal is really to solidify and engage our customers with our brand and our story. Everybody sells clothes, but we wanted them to feel an emotional connection as well.”
Creative Credits:
Advertising Agency: Mookai, Montreal
Featuring the song "I Will" by Michael Bernard Fitzgerald, Canadian singer-songwriter.
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