Torrid Sexes It Up With Ellen von Unwerth
Torrid, the plus-size division of City of Industry–based retailer Hot Topic Inc., is rebranding with a steamy new ad campaign shot by fashion photographer Ellen von Unwerth.
The campaign focuses on the sexy side of Torrid, with images of the brand’s “Stiletto” jean and pieces from its intimates collection. The campaign comes with an equally roawr!-worthy slogan: “I am Torrid,” which is slated to appear on billboards and print ads soon.
Here’sthe scoop on the campaign from Torrid’s Vice President of MarketingLisa Stanley: “Over the last year, the fashion industry has evolved toportray a more inspirational view of the plus sized woman—a move weapplaud. Our new, more aspirational brand image reflects this shift andis empowering to our customers. Our customers want real fashion that isflattering to their figures, and they want to be portrayed as they are:sexy, fearless and beautiful. The ’I am Torrid’ campaign tells thatstory.”
First launched in 2001, Torrid currently operates 176 stores nationwide, with plans to open an additional 20 by the end of the year.
