Brass wins plus size contract to develop Freemans' fashion brand Curvissa

FGH (Freemans Grattan Holdings), one of the UK's leading home shopping groups, has appointed Brass to develop and launch a new clothing brand into the plus-size female fashion market - the first of its kind under the FGH umbrella group.

The appointment covers insight, brand development and PR, all handled by Brass. The award-winning insight team was charged last year with carrying out consumer research to develop and test the name and brand and devise a launch strategy. Following this the Curvissa brand identity was born, and is now being supported by PR and social media activity.

The new brand, named Curvissa, trades online at www.curvissa.co.uk, offering affordable, on trend women's clothing ranges in sizes 14 - 32.

Supporting the launch of the new brand and its focus on real women is Big Brother 2010 Winner Josie Gibson, who, at size 16, will act as the face of Curvissa this year. Celebrity stylist Fiona Parkhouse has also been involved with styling the ranges and the launch of the new Curvissa Facebook community, providing styling tips and advice.

Robin Horsfield, Managing Partner at Brass, said: "We are delighted to be working with the Freemans team on this project. Taking a new brand from its inception through to the launch and beyond is tremendously exciting and a great demonstration of the talent and skills that exist within the agency.

Helen Portas, Creative Brand Manager at Freemans, added: "This project is one of the key developments for the business in the coming year and it's great to be working with an agency like Brass. We have worked together to deliver a great brand and a really innovative and engaging integrated online and offline marketing plan that will ensure its success."

Freemans is one of the oldest catalogue and home shopping companies in the UK and known for its quality.