Curvy Kate’s decision to take its Star in a Bra competition international has created a media sensation thanks to a less than subtle dig at global giant Victoria’s Secret.
A campaign by Victoria’s Secret last year lined up 10 supermodels – all slim and tall – with the caption “The Perfect “Body”.
The advert was attacked by women’s rights supporters, resulting in a petition signed by almost 30,000 people, and VS quietly withdrew the slogan.
Last week Curvy Kate lampooned the advert with its own presentation of The Perfect Body, this time featuring entrants to its Star in a Bra competition that searches for women of all shapes and sizes.
The Curvy Kate advert states that “Every body is Beautiful”.
Curvy Kate’s search for a face and body to represent the brand has been running since 2009, and has won the UK Lingerie Awards best marketing campaign gong in the past.
But this year the campaign has been turbo-charged as the media has picked up the connection to the Victoria’s Secret controversy.
“Since the launch of the Star in a Bra competition in 2009 our passion to promote all types of beauty has continued to grow and the message of diversity, found through our customer role models has been celebrated,” said Hannah Isichei, PR and marketing manager for Curvy Kate.
“This year we have seen our biggest response to date with over 1200 entries, the highest public votes every recorded and a stampede of National and International media titles vying to promote the feel-good message. Titles such as Glamour, Cosmopolitan and the Express have helped the brand spread the hero campaign image which shows a range of curves that all our customers can relate to. The engagement on social media has also been fantastic with growth across all channels,” Isichei adds.