AMOUR 781, driving inclusion with style

CHELLENGE: Amour 781 is a brand that promised to revolutionize the market by offering luxury plus-size fashion. But how can a plus-size brand be part of a category full of rules and tricks to make women look smaller?

SOLUTION: not trying to hide the problem. It was identified that plus-size women felt excluded from fashion, often having to wear garments not because they liked them, but because they fit. Based on this insight, the brand platform was developed, positioning Amour 781 as the brand that empowers the plus-size community, gaining relevance in a excluding category with an inclusion message: "Amour Yourself". By breaking fashion rules, fashion is now for everyone.

▪ Brand voice
▪ Brand positioning
▪ Concept idea

Agency: Atlantic New York