The slogan has proved controversial amongst some, but there’s no denying the new female focused initiative from Size? is on the money.
“It’s important to note we have always served women customers and bought specifically for them,” Paul Ruffles, MD at Size? tells Clash. This week however, the retailer has gone all out and launched an XY specific Size? For Women division, with a standalone store set to follow.
“Over the last few years we have seen the appetite growing through sales but also requests, brands have been a key factor and for us it just seemed organic to bring it to bear,” continues Ruffles.
Announced via the aforementioned #LadiesThatLace campaign (ladies that lace/ladies that lunch, geddit?), Size? has claimed five London based creative champions as campaign ambassadors, amongst them Sharmadean Reid, DJ B’Traits, stylist Luci Ellis, blogger Charlie May and Sarah Mei, a producer.
“Style, confidence, strong women who represent the independence of women today and can pass on that confidence and flair to others,” is how Paul defines the group, photographed above by James Edson.
A supporting film series (shadowing the women in their creative-cum-crazy-busy day to day) was shot by Emily and Nev of Hilow Films and can be viewed here.
Meanwhile come 8th August, Manchester bags the debut Size? For Women standalone store. “Manchester is where Size? grew,” says Ruffles of the area. “Recently the brand moved to a new store and rather than pass on the old one to someone else it was the perfect environment to bring Size? For Women standalone to the high street.”
Concessions in London, Amsterdam and Cologne are set to match Manchester’s undertaking under the respective roofs.