Fashion retailer Mango is launching a digital fashion campaign to celebrate curvy women

Fashion’s relationship with curvy women is constantly changing. While there are more retail offerings for women of all shapes and sizes (particularly thanks to e-commerce), there are also the traditional stores that maintain a limited offering.

To add to the conversation about style for all sizes Mango, the fast fashion retailer is launching a new digital campaign called #WeAreVioleta, through its plus-size apparel line Violeta by MANGO which launched in January 2014. Violeta by MANGO offers fashion garments up to UK size 26.

The campaign calls on brand ambassadors TV presenter Tania Llasera, multi-talented actress Rossy de Palma, acclaimed model Alessandra García and Spanish model Lorena Durán and aims to prove that fashion can be worn by all sizes.

The women are seen on screen answering the question of what fashion and beauty means to them. It’s about ditching the rules that fashion and style is limited to a specific size, or age. The focus is the importance of daring to take risks, and seeing how well-fitting clothes can give you confidence, but that also fashion shouldn’t make you feel bad about yourself, it should uplift your mood.

To follow up the ‘body positive’ digital campaign which launched on Youtube and the brand’s social media channels, TV star Tania Llasera will also feature in a series of videos on mango.com, offering styling tips and advice on how to achieve flattering outfits and style the separate pieces from the Violeta by MANGO collection.

Consumers are also encouraged to engage with the brand, if customers can’t find their size in fashion stores, they can use the hashtag #WeAreVioleta on Instagram, Facebook or Twitter. Each week, entrants will have the chance to win a total Violeta by MANGO outfit.

STAY UP TO DATE: You want the need-to-know news, right? Our journalists deliver a daily curation of the most important industry happenings. Sound good? Join WGSN.


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.