By Katie Deighton | Senior Reporter

May 10, 2018 | 2 min read

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Simply Be, the plus-sized women's label, has unveiled its Summer ’18 campaign – the last created for the brand by retained agency Love following a mutual parting of ways.

The Manchester-based creative shop has worked with the retailer for three years, creating 12 successive seasonal campaigns and redesigning Simply Be’s visual identity and logo.

Neither agency nor brand responded when asked the reasons for the break-up, however Trevor Cairns, the chief executive of Love, said: "We’re very proud of the role we’ve played in driving success for Simply Be and wish the brand every success for the future."

Love’s final campaign takes inspiration from the popularity of Instagram Stories – and consumers’ proclivity for posting selfies and fashion imagery on social media in particular.

The hero film of ‘Add to Your Summer Story’ is a stop-motion amalgamation of summer photos printed on instant film, accompanied by Laura Mvula’s track Green Garden. The stills were shot in LA.

The TVC will run throughout the warmest season alongside out-of-home, digital, experiential and PR, as well as influencer and media partnerships. The brand aims to encourage women to share ‘authentic and candid’ moments for 90 days.

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