Love is behind the new advertising campaign for Simply Be, which will debut tonight on Channel 4.

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LOVE’s “real” campaign marks new direction for Simply Be

The Manchester agency explained that they used a different approach for the campaign, by hiring an all-female production team in Los Angeles and using former model and now photographer, Magdalene Wosinka, to capture all the elements, including television and photography.

“The traditional approach to a TV campaign is to work with a director and a separate fashion photographer, both vying for time to capture what they need,” explained Chris Myers, Love creative director.

“By working with one person who treats still and moving imagery as equals, we have one creative author overseeing the content for all mediums.  The result is a seamless campaign celebrating beauty and a love for life.”

The campaign stars Iskra Lawrence, the size 14 model, who was told she would never make it in the industry, but who now has more than 1m Instagram followers. Also featuring are Clementine Desseaux (size 18) and Madelyne Villano (size 14).

“Our spring campaign is unashamedly celebratory.  We wanted to put fashion and fun at the forefront, while underpinning our brand ethos that style shouldn’t come with a size limit,” added head of brand for Simply Be, Cath Ryan.

It will feature on email, social, print and online.