Torrid is currently one of the fastest growing retailers in the U.S. For those who don’t know, they are a Plus-sized clothing company that provides fashionable style options for women who wear size 12-28. For Torrid’s Fall 2015 campaign, #MyStoryMyTorrid, they will be featuring their customers as models. What a perfect way to show their new line for its upcoming season. It may come across as innovative, but the reality is the average woman in America wears a size 14 and when a customer is used to seeing so-called perfect models wearing clothes in advertisements, it’s often difficult to imagine the same clothes on themselves.
Using their own customers is a perfect way to not only connect with their core demographic, but also to be able to show that everyday women can look good in all their clothes. “Our customers often ask us why we don’t show our clothes on ‘real girls’ as well as professional models, and we’ve answered,” states Lisa Harper, Torrid CEO. “It’s a powerful thing to turn the camera on them and give them a platform to express themselves. These young women have been ignored by the fashion industry for too long, we want to turn that around.”
The young women selected to be part of the campaign are some of Torrid’s biggest fans and were discovered on Instagram. The photos will be shared in Torrid stores, on the website torrid.com and in their catalog. One of the women featured is Kia Boughner, who is a Registered Nurse working in the emergency room at her local hospital in La Verne, California. “At work I wear scrubs, but I also love dressing up. Torrid’s clothes make me feel beautiful and fierce. This experience has been amazing,” she said.
The ladies will also be sharing their stories in short videos via social media. An added bonus will be the meet and greet events that will take place in various local stores. This gives customers a chance to meet with the ladies featured in the campaign.