Very soon, D+ queens Curvy Kate will continue their bid to take over the world and launch on New Look’s website. From a brand point of view it’s a super smart move – Curvy Kate’s young, fun style is perfect for New Look, and New Look will give Curvy Kate huge visibility on the e-high street.
There’s just one problem. I wouldn’t trust New Look with my G-cups if Kelly Brook herself were coercing me with gin and mucky jokes about Billy Zane. Their fitting guide is (standard high street style) negligent at best, offering shoppers little insight in to fit, no visual help at all, and a whole lot of misdirecting inches added to the back band. Take a look:
All things considered, I’d be surprised and disappointed if Curvy Kate would trust New Look with their customers’ D+ cups either. So the move presents us with a unique opportunity: could Curvy Kate overhaul a major high street retailer’s fitting guide and sizing advice, not just for their own styles but for all New Look lingerie?
Such a move would be a huge step in our mission to rid the world of irresponsible fitting advice – and a real coup to get a mass audience thinking about their lingerie fit. Can you imagine the implications on women’s understanding if Curvy Kate got their hands on that customer base? If they could shift misconceptions about cup size and get New Look women thinking critically about their rising back bands and unsightly quadraboobs?
Curvy Kate, we’re watching with baited breath. Will you rise to the challenge?
[If you’re looking for help understanding all of these numbers and letters, please check out What Most People Don’t Understand About Bra Sizes]