Riders by Lee takes on size-inclusivity this fall with a new campaign featuring an array of body types wearing the brand’s newest denim for the season.
The new campaign, Made to Move, features refreshed head-to-toe styles and new fits ranging in women’s sizes 4-24. The line was developed by an all-female design team, offering slimmer fits, trend details like distressing and sanding, hem details and athleisure, tapping into a number of trends.
“Each of us on the design team has experienced the frustration that shopping can bring, and we want to make that process easier,” said Riders by Lee Designer Heather Collins. “Riders by Lee has always been a brand that understood how to fit real women. Now, we’re taking that expertise and translating it into relevant, fashionable, and on-trend styles that our consumer is excited to wear.”
The new collection offers jeans, skirts, tops and more debuts in conjunction with the relaunch of the RidersbyLee.com. The print and video ads will air throughout the season on select TV outlets and in women’s publications.
“High-end designers and even popular reality design contests on TV are showing women of all sizes, which is very refreshing,” said Joyce Markwell, VP of merchandising for Riders by Lee. “Women want apparel that is well made, fashionable and fits comfortably. They also want versatility. We look at our evolution, and are pleased to see this new campaign communicate what our female shopper deserves and what we now deliver from a style perspective.”
Pieces in the collection retail for around $20.