New eBay Social Films 'Reset the Rules' Around Plus-sized Clothing
eBay UK and social video specialists Rubber Republic have taken aim at some of the myths around 'plus size' fashion in a social video campaign. The ‘Reset the Rules’ series of films forms part of eBay's announcement of their new Curve hub – a service to make it easier for shoppers to find and see plus-size clothing online.
The three short films are part of Rubber Republic's ongoing work for eBay UK. They star professional plus-size models Tess Holliday and Bishamber Das, as well as bloggers, a ballerina and fitness instructor.
Curve Fashion is one of the most popular categories on eBay, with a size 18 dress sold every minute. The eBay marketplace hosts over 8 million items of associated fashion items (sizing 18+).
Spokesperson Rhian Bartlett said, “At eBay, we aim to respond to what our customers need and want. We’re committed to inspiring shoppers and allowing them to find exactly what they are looking for, with confidence and ease, no matter what their size.”
The first film, ‘Can you be a happy bride at any size?’, centres on women’s experiences preparing for their weddings – in particular, the notoriously stressful dress buying process. One describes how she "was told that the dresses I had picked out would not suit my body – nor was I allowed to try them on". The campaign unapologetically calls for a shift in attitude: ‘whatever your body type is, if you’re happy and comfortable with it, that’s the ideal size.’
Tiffany Maddox, writer at Rubber Republic, said, "The body positivity movement is gathering a lot of traction online, and we know from experience that cause-based campaigns, delivered well and from genuine motivations, can be highly shareable. Proper representation of diverse body types continues to be an issue in mainstream media – so it’s refreshing to see a major brand like eBay offer people a service and a platform that celebrates them in all their beauty and complexity."
Creatives: Tiffany Maddox
Directors: Tiffany Maddox
Camera: Sarah Edwards / Dave Mackie / Gail Jenkinson
Editor: Valentina Riva
Category: Online retailers , Retail and restaurants