Yours Clothing builds autumn/winter campaign around eight community creators

UK plus-size womenswear retailer Yours Clothing has launched 'Make Autumn Yours', a social media campaign for its autumn/winter collection featuring eight micro and nano content creators from its own community.

The campaign follows each creator through a day that mattered to them, from a weekend away with friends and a first pottery class to a girls' night out and a solo coffee date. The women were asked two questions: what they were doing that day and how their outfit made them feel. Their answers form a series of short clips, released one at a time on the brand's social channels since October 12.

According to the retailer, the campaign shows a broad selection of the autumn/winter range styled in everyday settings, from knitwear and fleeces to going-out dresses. Its central message is that customers do not need a special occasion to dress up.

Creator-led approach

"Our customers dress for their lives, so for Make Autumn Yours we wanted to celebrate exactly that," said Miren Landels, social and communications lead at Yours Clothing. "Working with eight creators from our community meant we could tell relatable stories about real days."

One of the creators, Funmi, used the campaign to document her search for a personal style. "Apparently being plus size means I'm supposed to disappear under layers. But no, I'm dressing for my body," she said. According to Yours Clothing, followers responded by sharing that they also wanted to rediscover their style.