Dive Brief:

• Apparel retailer Torrid released the first of four short films in a new video campaign starring Barbie Ferreira from HBO's "Euphoria", according to a company press release.
• The "Torrid Stories" campaign aims to promote confidence throughout the video spots featuring products from the plus-size retailer. In the first humorous ad, dubbed "Locked Out," Ferreira is locked out of her apartment in her underwear while retrieving a delivery. She dons the accessories in the package and creatively tries to get back into her home, taking a break with a selfie.
• Torrid's second video, "Night Out," will debut on Dec. 18 with TV personality RuPaul. The remaining spots in the series will run on a campaign microsite through 2020 and be promoted via Torrid's Instagram and Facebook pages alongside hashtags #FeelTheFit and #TORRIDStories.

Dive Insight:

Torrid's new video campaign is bold and provocative and promotes self-confidence with quirkiness and relatable humor. In the first spot, curvy actress Ferreira gracefully models the brand's underwear in a situation that most people would consider embarrassing.

The retail brand has a history of producing ad campaigns that highlight all women's bodies in intimate wear, showcasing a message around beauty of all sizes, in a category known for Victoria's Secret models. In 2017, the brand's #TheseCurves campaign on social media featured real Torrid fans instead of professional models. Torrid asked loyal customers to share photos of themselves in the brand's products on social channels explaining "what makes #TheseCurves all yours" for a chance to star in the ads. Torrid enlisted influencers and social media personalities to extend the contest's reach, encourage user-generated content and spur a conversation online about body positivity and embracing differences.

Torrid's body positivity-focused campaign messaging appears to be strategically wooing these consumers by working with hip actors such as Ferreira and RuPaul by illustrating how women of all sizes can be fashionable and beautiful.

Despite a growing number of women looking for more size-inclusive choices in apparel and intimates, retailers aren't necessarily delivering to these audiences. In September, Bloomberg reported that apparel conglomerate Ascena is mulling the sale of its Lane Bryant and Catherine's plus banners, while retailer Avenue in August abruptly shuttered all stores and is winding down its business.

Forty-two percent of American teenagers purchase plus sizes, data from Euromonitor shows. One-third of female consumers identify as plus-size, per a report from NPD Group's Consumer Tracking Service, highlighting a large group of consumers that may be responsive to marketing messages around inclusivity and body positivity.