Lorna Jane has unveiled its new campaign for September-October, 'Every Body is an Active Body,' ahead of its annual Active Nation Day.
Announcing the campaign on social media, the business said the campaign is based around three key pillars: education, diversification and inspiration and connection.
Utilising IGTV across its Instagram channels, the business is celebrating and sharing the stories of athletes, creatives, artists, entrepreneurs and fitness professionals to provide its followers with inspiring and uplifting content.
"Being active isn't about changing yourself. It's about treating your body with love and appreciating what it can do," the business said upon announcing the campaign.
"No matter who you are, what you weigh, how fit you are, what dress size you buy or what age you are, you are perfect."
The first IGTV video in the campaign is live and features Holly Miller discussing the challenges she faced when working in the modelling industry.
In less than 24 hours of posting, the video has already garnered 239 views, while the feed post announcing the campaign has clocked 1,012 likes to date.
This is not the first time Lorna Jane has had success with IGTV campaigns, with its wellness series launched earlier this year generating over 30,000 views in three weeks.
Lorna Jane will share a new IGTV video every Tuesday as part of the campaign.