Scantilly by Curvy Kate, the new fearless lingerie brand catering to fuller cups, launched yesterday a romantic flash-fiction competition in partnership with Mills & Boon, the UK’s market leader in romantic fiction.
Perfect for women wanting to uncover their hidden writing talents, #ScantillyTales is a series of steamy short stories that follow a sexy female character as she receives six seductive packages from a mysterious figure. Six tantalising tales will be released with the final story published on Saturday 14th November left unfinished – fans will be asked to use their writing prowess to come up with the conclusion and decide how the sexy series will end.
The winner will be announced when the complete Scantilly Tales are published as a free special Valentine’s edition e-book in January 2016, along with extra material from Mills & Boon authors. In addition, the winner will receive coveted lingerie sets from the new Scantilly range, a £150 gift voucher from Figleaves.com plus a Mills and Boon goodie bag.
Hannah Isichei, Brand Manager at Scantilly, says: “We’re thrilled to be partnering with Mills & Boon, a brand synonymous with all things romance. Scantilly Tales is a really exciting way for our customers to engage with the Scantilly brand and realise their own creative potential at the same time.”
Scantilly‘s indulgent 27-piece range comprises of six collections including peep-hole briefs, sexy suspenders, half cup balcony bras and sheer basques. The range is available from DD-HH and back sizes from 28 to 38 inch through Simply Be, Very and Figleaves.
Set to embark on their 7th annual curvy ambassador search, Curvy Kate have announced the competition will go global with support from agents and distributors. The Star in a Bra competition strives to celebrate healthy figures, a positive body image and diversity – there is no age, size or height limits which means anyone can enter as Curvy Kate believe a variety of looks should be shown, for all women to relate to.
This year the search will be run through a bespoke website and will be promoted through Curvy Kate’s strong social media presence. As well as being the face of Spring/Summer 2016 campaign, the winner will receive a trip of a lifetime for two, a year’s supply of Curvy Kate lingerie and a year-long modelling contract with Bridge Models Limited.
Star in a Bra 2013, Lotte Williams states: “Winning the competition meant so much to me, I love the idea of being able to stand up and represent all women by being the face and body of such an amazing brand. We need to revolutionise the way the world sees ‘the perfect woman’ and I think Curvy Kate is the brand that will help us get there!”
Scantilly – decadent designs, opulent and luxurious styling define the new brand from the Curvy Kate ‘stable’. Six lingerie stories will be launched in early Spring for set deliveries of 3 lines in October and a further 3 lines in November 2015. Charlotte Davies, designer, commented: “Primarily Scantilly was developed for pure indulgence, with the thought that the woman should complement the lingerie as much as the lingerie does the woman.” Charlotte’s favourites from the first collection include the stunning Peek-A-Boo series: slightly risque sheer cups and soft satin with briefs adding a cheeky finish.
The bra sets, bodies and accessories will come in back sizes 30-38 (DD-H cups) at RRP from £38-£75 and will be supported by its own website with full social media interaction. Scantilly for every day of the week will introduce the brand with a story running through the week to which fans will be encouraged to tweet and respond.
Curvy Kate was announced Womenswear Brand of the Year at the Drapers Awards 2014 and praised by the expert judging panel for engaging with customers, passion and enthusiasm of the whole team.
Steve Hudson, Managing Director comments: ‘We were surprised but absolutely delighted to win this award. We have such a passionate and hardworking team and it has been a particularly frantic year at Curvy Kate. The Drapers award is fantastic recognition for everyone’s great work and a real boost for the team.’
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Curvy Kate are set to embark on their 7th annual model search in January with the hope of finding the new face and curvy ambassador of the brand. This time, the brand will be working with independent retailers to widen the search by launching their first Star in a Bra Shop Window Competition, and they are calling on the UK independent business to use a bespoke Star in a Bra window kit and promote the model search.
The competition will launch on January 5th 2015 and the window shop most liked on Facebook will receive £500 worth of retail stock from the Spring/Summer season. Sally Courtney, Northern Sales Manager for Curvy Kate comments, ‘It will be great to work with our key independent retailers on this project, many of whom have been fervent Curvy Kate supporters from the very beginning. The beauty of independents is that every shop is different and they can put their own individual creative flair into a window display that reflects their individual store and customer base. The retailers appreciate that a visually appealing window is key to drawing customers in and the Curvy Kate Star in a Bra window display kit will really help with this.’
How to take part in the Curvy Kate competition
Due to high demand and a growing international market, Curvy Kate will launch their first Autumn/Winter swimwear range for 2015, available in-store from July. The collection sees retro inspiration, with a nautical and polka dot theme and styles available in D to K cups.
Since the launch of the brand’s first swimwear collection in 2012, Curvy Kate have reported double digit market growth and now export sales mark 50% of their trade. With new and growing distribution in the Southern Hemisphere and the rise in Britons taking second holidays, the demand for year-round swimwear has multiplied.
The collection will include Curvy Kate’s first piece of continuity swimwear, Luau Love, and a fashion range offering 7 top options (including 3 tankinis, 2 halternecks and 2 padded tops) and 5 briefs (fold-over, tie-side and high waist).
Curvy Kate’s #MyUltimateUplift campaign was launched in August 2014 to support the release of their ‘Luxe’ strapless bra. Designed to generate interest and engagement about the product, users were invited to post their uplifting thoughts on a social page developed for the campaign. Each entry was then placed into a draw to win a ‘Luxe’ strapless, as the brand selected a daily winner with the most inspirational post.
The site gained a huge response with 561 posts, over 9,000 page views and 600 mentions on social platforms, bringing interest to the impending product launch and proving the innovative campaign to be a success. The #MyUltimateUplift campaign closed at the end of September 2014 and the site has now been transformed into a feedback forum, where women can review the new ‘Luxe’.