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Hobbs urges women to ‘make an understatement’ in first campaign from Droga5

British fashion retailer Hobbs has rolled out an OOH and print campaign for Spring-Summer 2016 encouraging women to ‘Make an Understatement’ through its new clothing line.

It marks the first piece of work to come out of Droga5 London since it was appointed to the global ad business last July.

The campaign is set to launch in OOH from 22 February and in print publications, including Red, Marie Claire, and Sunday Times, at the end of the month.

“Hobbs is about timeless British elegance to satisfy the multifaceted wardrobe needs of the modern woman. The concept of "making an understatement" speaks to a core reason that makes Hobbs different: it’s the quiet confidence of Hobbs' pieces that mean women are admired as much for who they are as what they're wearing,” explained Meg Lustman, chief executive, Hobbs.

Droga5 London described the campaign as targeting the "modern grown up who no longer needs her clothes to do all the talking".

The executions feature models dressed in Hobbs clothes, which blend into her surroundings, and aims to demonstrate "that you don't need to stand out to stand out."

Hobbs SS16

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Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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