Kicking off their latest campaign, Addition Elle has launched “I Have Great Genes” for the fall 2013 season. The campaign features three influential plus-size bloggers. These brand ambassadors are Toronto’s Karyn Johnson, New York’s Nadia Aboulhosn, and Chicago-based Gabi Gregg. The video showcases each of the women in Addition Elle’s latest denim with the “I Have Great Genes” tag line painted on various body parts.
Each of the bloggers is then showcased individually, talking about their favorite attribute, and expressing what they feel makes themselves and other women beautiful, unique and confident. This powerful campaign will be shared on Addition Elle’s social media platforms, and through the networks and fan base of each fashion blogger.
Roslyn Griner, VP marketing and Visual Presentation at Addition Elle explains, “Our hope is that this campaign will really resonate with our fan base, and create a dialogue in real-time focused on great genes and that confidence and beauty is innate to every woman. We are excited to partner with three influential and fashion-forward plus-size women who proudly personify the Addition Elle brand through their confidence, adventurous, and fashionable style”.
In addition, Addition Elle is using this opportunity to ask the question “Do you have great genes?” And they are opening up a Canada and United States wide Model Search. Contestants will have the opportunity to submit photos of themselves from September 3rd – October 6th. After several rounds of selection – by fans as well as judges – finalists will be paired down to top twenty and then top five. These top five will then be flown to New York City to participate in a fashion photo shoot, all of which will culminate with the announcement of the winner November 27th. For this Model Search, Addition Elle is partnering with New York-based Modeling Agency JAG (formerly of Ford plus-size modeling), and plus-size fashion blogger Gabi Fresh. Also on the judging panel will be the fashion Editors of Elle Quebec and Elle Canada. The grand prize is a $1000 shopping spree at Addition Elle, a feature in an upcoming Addition Elle Look Book, and a chance to sign a modeling contract with JAG.