Curvissa had a vision to become the high street destination for women’s plus size fashion, but a disjointed marketing strategy was failing to engage their existing 35+ audience and recruit new customers. They needed a bold new approach to reach and encourage their audience to experiment with fashion and stay relevant – especially during special occasions and events throughout the year.

Proper was briefed with developing a seasonal creative for Spring 2020 that would also knit seamlessly together with Summer, to support key product categories and produce the campaigns from concept to consumer.


Campaign Creative
Campaign Production
Music Production
Post Production
Talent Acquisition
Toolkit Design

female model in suit sitting


Spring is an exciting season full of special occasions and events, but it also comes with the pressure of finding a statement outfit to stand out in style. We invited Curvissa’s audience to ‘Rise to the Occasion’ through a multi channel ‘above the line’ campaign owning a refreshingly modern and optimistic creative to celebrate their ‘on trend’ key styles.

The campaign included a 30’ TVC and online, digital, social, print and toolkit assets for activation across their brand touchpoints and significantly increased website traffic, new recruits and online sales.

“Working with Proper has been an absolute dream. Their interpretation of the brief demonstrated a real understanding and appreciation of our business, product and customer. They delivered fresh, vibrant integrated campaigns that have provided real cut through and amazing results.”


 Liz King
Marketing Manager, Curvissa