Fashion retailer Yours Clothing has launched its AW24 denim campaign, and given the brand’s plus-size focus, the central theme is based on “inclusivity, comfort and a flattering fit at the forefront”. 

Having just launched across social channels, the campaign features four plus-size influencers (Danielle Lucy, Shannon Futcher, Teni Pascal, and Belindah Chaka) as part of the brand’s ‘Outsiders’ campaign, “showcasing the newest denim styles with fits designed to enhance and flatter curves while providing movement and a comfortable fit throughout”.

Yours Clothing, which offers denim in UK sizes 14-36 and includes options in short, regular, and long leg lengths, said the new campaign highlights the brand’s “dedication to creating jeans that provide comfort and confidence for every woman, no matter her size or shape”. Product also includes extra calf room and longer zips.

To back up its proposition, Yours Clothing said it has developed a “carefully-crafted fit process” that includes: Sample Fitting, Fabric Testing, Enhanced Movement, Wearer Trials and Continuous Improvement customer feedback.

Katrina Anderson, Denim Garment Technician at Yours Clothing said: “Our quality and fit checks follow a rigorous process involving a number of different body shapes and sizes, and we host fit days on real plus-size women in varying sizes to check the grading meets requirements.”