Penningtons takes its promotion to the streets

By

Jennifer Braun

Published
Sep 27, 2017

Canadian plus-size fashion retailer Penningtons took its '#iwontcompromise' campaign to the streets of Toronto this weekend with a flash mob.
 

Teaming up with New York-based plus-size dance company Pretty BIG Movement, the two companies transformed the corner of Yonge Street and Eglinton Avenue into a dance floor and launched a flash mob in Toronto’s downtown core.
 
The initiative comes a few weeks after the brand launched its new denim television ad, starring Akira Armstrong, CEO of Pretty BIG Movement and former Beyoncé backup dancer.

Fellow plus-size brand, Addition Elle, equally owned by parent company Reitmans, is also no stranger to bold campaign moves. Last year, the fashion retailer launched “F* This” campaign during New York Fashion Week, featuring Ashley Graham.
 
Penningtons '#iwontcompromise' campaign was first launched in January 2016. The campaign aims to break prejudices against the plus-size community and celebrate individuality without compromise.