Lingerie label Intimo has firmed its commitment to size inclusivity, through the launch of size range extensions, improved virtual fitting and a new campaign.
Brand manager Kirby Hughes told Ragtrader that the business is working on enhancing its sizing over the next year.
"We are working on some exciting developments to our virtual fitting service, involving new technology to better equip our fit specialists as well as some exciting new functionality built into our website.
"Part of this project includes size range extensions on our key bra fits so we can offer customised solutions to even more women.
"Every advancement we make in the next 12 months will be to ensure we offer the most inclusive size range across all of the lingerie pieces women need in their wardrobe, coupled with an industry-leading service that makes the entire process of shopping for bras easy and efficient," she said.
This commitment to size inclusivity is reflected in the brand's newest campaign, which Intimo is calling "one of our most successful and inclusive shoots to date."
The campaign features eight women including plus size model Bree McCann, up-and-coming Indigenous model Billie Jean Hamlet as well as Shanya Peters, Lou Kenny, Kate Bell, Mukisa Mbunsu, Bianca Beaman and Mary Vitinaros.
"At our core we are passionate about inspiring self worth; whether through our campaigns, our size range or the way we interact with and assist our clients," Hughes added.
"We use this as a lens for every decision made within the business, and while it was truly special to see this reflected back to us through the imagery captured on the campaign, it’s testament to a huge team effort behind the scenes to refine our product, service and overall brand strategy to reflect the needs of our consumers.
"So much of our campaign success is owed to our incredible creative team; Bonnie Hansen, Max May and Andrew Mazzocato.
"Their ability to understand and translate our vision is what ultimately brought this campaign to life," she said.
The new Intimo collection is available now and retails from $32.50 to $249.50.