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Fashion retailer Addition Elle initiates model search
Aug '13
Canadian retailer and trendsetter in plus-size fashion, ADDITION ELLE, takes their fashion democracy philosophy to the next level this Fall season in two distinct ways - firstly, through a bold and empowering social media campaign entitled "I HAVE GREAT GENES" and secondly through their Model Search where they ask the question "DO YOU HAVE GREAT GENES?".


The Fall 2013 "I Have Great Genes" campaign will see a creative and empowering video featuring three influential plus-size bloggers. These brand ambassadors are Toronto's Karyn Johnson, New York's Nadia Aboulhosn, and Chicago-based Gabi Gregg.

The video showcases each of the women in Addition Elle's latest denim with the "I have great genes" tag line artistically painted on various body parts. Each blogger is then showcased individually, talking about their favorite attribute, and expressing what they feel makes themselves and other women beautiful, unique and confident.

This powerful campaign will be shared on Addition Elle's social media platforms, and through the networks and fan base of each fashion blogger. Roslyn Griner, VP marketing and visual presentation at Addition Elle explains, "Our hope is that this campaign will really resonate with our fan base, and create a dialogue in real-time focused on great genes and that confidence and beauty is innate to every woman. We are excited to partner with three influential and fashion-forward plus-size women who proudly personify the Addition Elle brand through their confidence, adventurous, and fashionable style".


Taking the concept of the "I HAVE GREAT GENES" campaign even further, Addition Elle is using this opportunity to ask the question "Do you have great genes?" And with that, they are opening up a Canada and United States wide Model Search. Contestants will have the opportunity to submit photos from September 3rd - October 6th.

After several rounds of selection - by fans as well as judges - finalists will be paired down to top twenty and then top five. These top five will then be flown to New York City to participate in a fashion photo shoot, all of which will culminate with the announcement of the winner November 27th.

For this Model Search, Addition Elle is partnering with New York-based Modeling Agency JAG (formerly of Ford plus-size modeling), and plus-size fashion blogger Gabi Fresh. Also on the judging panel will be the fashion Editors of Elle Quebec and Elle Canada. The grand prize is a $1000 shopping spree at Addition Elle, a feature in an upcoming Addition Elle Look Book, and a chance to sign a modeling contract with JAG.


Addition Elle has over 25 years of experience in delivering trendy, flattering and fashionable clothing for plus size women across Canada. Addition Elle's ready-to-wear collections of intimates, sportswear and career apparel are designed to inspire our customer to look and feel her personal best in every aspect of her life. With over 100 retail locations across Canada, Addition Elle promises to deliver "fashion democracy" to its customers, a philosophy grounded in the belief that style isn't limited by size.

Addition Elle

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