The topic of conversation in Sainsbury’s clothing line Tu’s latest campaign is women and work.
It featuring a cast of 15 everyday women who reflect a whole range of careers and backgrounds, including a skateboarding chief exec, a teacher, a football club director, a trans journalist and a poet.
What brings them together? That they all challenge ‘old’ codes of workwear and use clothing to make them feel good and confident at work.
Building on Tu’s ‘Summer of Love Yourself’ campaign that celebrated the diversity of the nation’s bodies this summer, the work by Portas shows woman don’t have to play by the rulebook and should dress how they see fit.
The film was shot by Leonn Ward, the eyes behind the Nowness series ‘The Way We Dress’ that revealed hidden truths behind women’s relationship with clothes.
Beyond staring in the campaign, the presenter Anna Whitehouse is holding a career mentoring session for working women in the UK.
In February, Tu unveiled a bold, busty lingerie campaign that encourages women to embrace their breasts just as they are, instead of showing them through the male gaze. The ‘All Boobs Welcome’ campaign was part of Tu’s wider ‘Be You’ initiative.
Discussing the launch of the campaign, Stephen Bowes, head of campaign management for Sainsbury’s Argos said: “Our new ‘Work It’ campaign builds strongly on Tu’s ‘Be You’ brand platform and showcases a diverse representation of real British women in everyday situations.
“It focuses on the confidence we have when we can be ourselves and feel good in our clothes. Work is one of the places where some added confidence can go a long way and we can carry this through to other areas of our lives.”
Adding to this, Zara Ineson, creative director at Portas said: “Finally, the old, formal ‘power dressing’ rules are finished and empower dressing is in from chief exec’s and flexible workers to stay-at-home Mum’s, this campaign is about real women at work today – finding confidence in the clothing they wear and working it in their own way.”