Selected for Luerzer’s Archive
“I particularly admired the way Pretty Polly dealt with the notion that matters of appearance are trickery, not only in the media but also real life.” Alexandra Shulman, Vogue Editor
I was briefed to communicate the usual infantilizing “Sshhh.. slimming is our little secret, girls”, but instead did something loud, proud and empowering. I like to think that it was perhaps a little nudge at the floodgates which have since opened for honesty in women’s brands.
We also took on Harley Street, the notorious work place of London cosmetic surgeons, with a “no surgery required” demonstration, stirring up both the national and social media a bit.
We partnered with ITV’s show Coleen’s Real Women to find our model for Pretty Polly Secret Slimmer tights. The winner was Sasha Parker, mum-of-two, and she was launched to stardom, with several campaigns for Pretty Polly and eventually her own TV show and book.
