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Fashion to Figure Launches “How We Do Denim” Campaign

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Fashion to Figure, the plus size apparel labels launched by the great-grandsons of Lena H. Bryant, unveiled its “How We Do Denim” campaign for its new jeans collection.

The campaign features “digital influencers” Sarah Rae Vargas, Nicole Simone, Francis Dive, Essie Golden, and Denise Mercedes, each styling the jeans in their own unique way.

Fashion to Figure reported that the collection zeros in on “flawless fit” and “superior stretch” with silhouettes spanning boyfriend, straight leg, boot cut, skinny and jeggings.

The “How We Do Denim” is the latest marketing and social media campaign designed to send a positive message about plus size denim. In July, plus size retailer Torrid launched its #InMyJeans campaign, showcasing 11 women—celebrities, Torrid employees and customers—ranging in sizes 11 to 30.

In May, reality television star Khloe Kardashian opsted an Instagram teaser for the launch of her brand, The GA Project. The collection is said to be designed for curvy figures and “not the straight body of the fashion establishment.”