Plus-size brand Torrid put out its first-ever virtual casting call earlier this year.
Torrid
Today plus-size brand Torrid launches their holiday campaign, “More the Merrier,” featuring the 10 winners of the company’s first-ever virtual casting call. Among the winners are Anushree, a California-based aerospace engineer; Barb, a disability rights advocate from Pennsylvania; Angelina, a teacher from California; Mariah, a New York photographer and graphic designer; Brittany, a nursing student from Jamaica, as well Monique, a mother of two from Virginia. Together they form #TeamTorrid.
The campaign is a culmination of months of preparation that began in May of this year, when the company announced the casting call. Torrid customers were encouraged to submit photos and a video to be considered for the campaign. After receiving around 8000 submissions, 30 semi-finalists were selected. Torrid’s customer base voted and the semi-finalists were finally narrowed down to 10. Winners received coaching from actress and comedian, Nicole Byer, before going on an all-expense-paid trip to Los Angeles for the photo shoot in August.
“As it stands, 70% of women in the US are a size 14 or above and the women’s plus-size market accounts for almost 19 percent of the entire US women’s apparel sales, worth $113.8 billion,” said a statement from the company. “With #TeamTorrid, the brand continues to prioritize leaning into their customer base for feedback to inform upcoming collections, as well as discover and celebrate the inspiring women to represent the brand.”
#TeamTorrid will appear on the brand’s social media and digital channels and within all 600 brick-and-mortar Torrid stores.
