MS Mode #Curvepower



MS Mode is a traditional Dutch retailer which focusses on 40+ size womenswear. Their market share was declining since competitors such as H&M started tapping into the plus size market. We were asked to reposition/ rescue the brand and (re)connect with the target audience on an emotional level.


A new corporate & brand strategy and a brand new campaign. MS Mode is no longer communicating, they are selling plus size clothing for larger women. MS Mode is the first to claim the growing emotional domain of curves and embraced the pride with #curvepower. It now sells clothing for women who celebrate their shape and curves. The strategy is now the DNA of the brand and completely rejuvenated the brand. – The¬†campaign was¬†nominated for a SAN Award –


  • Online strategy
  • Business/ marketing consult
  • Data analysis
  • Brand positioning/ strategy
  • Concepting
  • Social Media
  • Activation