Faith 21 is a sub brand of Forever 21. It is a junior plus size clothing store for women. This campaign was created as part of an IMC program, which included posters, print ads, guerrilla, Smart phone apps and POS advertising.
The idea for this campaign was based on the ideology from the 1950’s where women were considered beautiful with a curvier frame. It also speaks to fashion trends, which often go back in time in order to stay fashion forward.