Dia & Co
Repositioning
Plus size culture is about embracing the extremes: the heightened emotions that make life rich—the ability to learn about oneself through feeling and deep experiences. Now, six years into business, Dia knew it was time to evolve with the lifestyle of women.This meant moving from struggle to savor. From a guide to an explorer and the universal belief that style is an act of self expression. It was time to make space for those feelings and experiences to happen because there is no greater joy than coming to know yourself.Now, there was an opportunity to support this evolution through a cohesive and elevated—yet relatable—creative approach.Women of the plus size community are bound by a unique life experience: they feel themselves, and the world, deeply.
Overview
Project
Curves ahead
With other plus fashion brands dwindling, Did & Co had the unique opportunity to reimagine a marketplace for fashion up to 5x. This meant repositioning and collaborating with the brands women already know and love—bringing the expertise of size and fit in order to help them design for more diverse bodies.Commerce.
Strategy.
Campaign.
Repositioning.
Campaign imagery now leans heavily on confident plus-size women in natural lighting and poses on neutral backgrounds to feel aspirational, yet attainable. Here, both the model and clothing have equal importance.
The clothing is a catalyst for Dia's women to have the freedom to feel. These feelings and emotions should always look and feel authentic with undeniable confidence and a strong but natural attitude.
An out of home campaign was created for brand awareness on densely populated highways—featuring a number of diptychs.
Users would later be retargeted with consistent digital ads based on GPS and whether or not they drove past a billboard.
Model diversity is important in order to speak to a larger and inclusive audience within a famously narrow-minded industry. This doesn’t just mean race—it includes, but is not limited to size, sexuality and style.
Poses, angles and crops accentuate the model’s best features, while still looking confident and effortless. All images embrace the beauty of natural imperfection.
“Thank you for showing rolls, bellies and bodies that look like mine—front and center. All plus brands cast a size 8–12 curvy woman and call it a day. This feels badass, powerful and confident.”
— Dia Customer
Seasonal imagery and campaigns focus on product styling and merchandising stories.
Depending on the merchandising story, the best angle and crop should be chosen to further support the quality and fit. This flexibility allows for a more diverse product grid and breaks up the monotonous while maintaining visual consistency.
In Motion
As a part of a larger repositioning objective, a tv spot was produced to combat the usual messaging around losing weight in the new year and instead, celebrate you and your style.
The Dia styling service is exactly that—a service and experience. And so, imagery supporting the human touch of the service became crucial.
A shift from showing a box moved towards the human touch. A box is just a vessel— ultimately, all e-commerce items and subscription arrive in a box. Users don’t necessarily associate seeing a box with subscriptions. Instead, visually highlight the value of the styling service—showing a the behind-the-scenes process of what goes into curating a box for each customer.
Photography by Fumie Hoppe, Yossi Michaeli, Nick Eucker
Art direction by Alison Spada
Video by Wheaton Simis
Styling by Tina Latonero, Faye Vande Vrede, Julie Matos
Prop styling by Erin Swift