Best and Less has unveiled its newest campaign, Perfect Fit For You, focusing on body inclusivity and positivity.
The lingerie campaign sees the retailer embark on a new marketing strategy and includes TVCs, social media, influencer partnership, PR, digital and in-store experiences.
The campaign aims to encourage all women to feel and look good in their lingerie, without compromising on price, quality or fashion.
The new underwear collection extends the retailer's already-inclusive sizing - the existing One Size Fits All range underwear has catered for sizes 8-26 for more than two years - and sees the newest bra range fit up to size 20DD.
Meanwhile, select bra styles across Best and Less’ offering has been extended to size 26G, while select underwear styles have been extended to a size 26 or 30.
Best and Less head of marketing, Janine Van Deventer said that the business was proud to extend its sizing options.
"The world has embraced conversations about equality and inclusivity over the past 12 months.
"Best and Less has always offered clothing and underwear options for women of all body shapes.
"In staying true to meeting the needs of our customers, Best and Less acknowledges where we could be doing better to cater to more people.
"Extending sizing in the essentials of bras and underwear was a logical move.
"We hope our customers will be pleased with this and look forward to welcoming some new and returning customers," she said.
The Perfect Fit For You campaign and collection launched on July 11.