Second Clothing’s new Yoga Jeans campaign goes for faux risque with a series of ads that celebrate ‘real women.’ The ‘Feel Good, Real Good’ campaign emphasizes that the comfy apparel is just what females with curves need.
Denim was a huge trend in 2009 and will no doubt continue to reign the racks into 2010 (maybe even denim-denim), but unless your bod is super fit, tight jeans can be unflattering for curvaceous types, and sometimes also lead to pinching, squishing and general discomfort. Not with Yoga jeans, however, and that’s exactly what the ‘Feel Good, Real Good’ campaign hopes to promote.
The video above shows the first in a series of sexy ads for the Second Clothing Yoga Jeans campaign.
Sensualvertising Yoga Jeans
Second Clothing ‘Feel Good, Real Good' Celebrates Curves
Trend Themes
1. Body-positive Fashion - Disruptive innovation opportunity: Develop inclusive and comfortable clothing options for women of all body types.
2. Comfortable Denim - Disruptive innovation opportunity: Create jeans that provide both style and comfort, addressing the discomfort many women experience with tight-fitting denim.
3. Celebrating Diversity - Disruptive innovation opportunity: Embrace diverse representations of beauty and promote self-acceptance through inclusive advertising campaigns.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Incorporate body-positive messaging and create clothing brands that cater to diverse body types.
2. Apparel Retail - Disruptive innovation opportunity: Promote inclusivity and body positivity in the marketing and sales strategies of clothing retailers.
3. Advertising - Disruptive innovation opportunity: Collaborate with brands to develop campaigns that celebrate diversity and challenge traditional beauty standards.