N Brown Group has invested “significantly” to promote its just-launched Simply B fashion campaign for AW24.

Marking a “bold new fashion-led identity and direction” (while staying true to its core values of inclusivity and authenticity, it also stressed) the ‘Find That Feeling’ campaign is part of a strategic repositioning for its star digital brand “as it strives to become the UK’s #1 inclusive fashion brand for women”.  

Emphasising Simply Be’s new elevated fashion offer, the campaign “creates an emotional connection through the power of fit to help women feel their best in every moment”.

The campaign also supports the band’s continued enhancement of its own-designed product “with relevant trends for women, no matter their shape or size” while offering “more choice within key categories and enhanced product quality”.  

The collection moves across romantic dresses and blouse silhouettes with soft ruffles, ties and bows, to denim and tailoring with embellishment and shimmer.

The campaign runs to the end of October across social, video on demand, out of home and an integrated partnership with Mail Metro Media.

Brand general manager Heidi Kenyon-Smith said of the campaign: “We’ve put our customer at the centre of every decision; we’ve crafted aspirational, relevant products that are beautifully designed and give her more style choice in key categories she loves.

“Our customer doesn’t want to compromise on fashion for fit – she expects both – and we’re determined to empower her with trend-led pieces that provide a unique offering: the feeling that everybody is welcome.”