Rain’s mission to secure maximum exposure for the new own label swimwear collection at John Lewis resulted in one of the most celebrated and talked about campaigns we’ve ever delivered for a retail brand. Having identified that media discussion about the use of Size Zero models was gaining momentum; we shot the new John Lewis swimwear on a Size 12 model. Working with the John Lewis press team, we released the story and images to the media towards the end of London Fashion Week when media appetite for a challenging story was at its optimum. Wall-to-wall news coverage appeared the following day, and the story continued to make headlines with national and consumer coverage running for the next four weeks. Increased high profile fashion page exposure for the range was secured and the campaign achieved an audience of just under 30 million.
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