BIG W has partnered with Mamamia to launch a new campaign that celebrates the overhaul of its clothing range. The campaign, developed by M&C Saatchi, challenges the standard of fit in clothing and comes after an 18-month journey of extensive customer, industry, and quality research.

The campaign features unique visuals contrasting poorly fitting clothes with BIG W’s well-fitting basics on billboards across Australia. It also marks BIG W’s first-ever content creator partnership with TikTok, broadening the brand's reach and engagement with its audience.

"As one of Australia’s most trusted brands we are continuously listening to Aussie families ensuring we are doing all we can as a retailer to meet their needs. Rather than shying away from the pain points our customers are experiencing when it comes to clothes we have chosen to face them head on,” said BIG W’s Director of Marketing, Vanessa Rowed.

The partnership with Mamamia aims to provide honest, relatable, and helpful content for Australian women. It includes integration into the popular podcast network and the creation of a social video series, ‘Dressing Room Dilemmas’. The four-episode podcast, ‘Nothing to Wear’ with Leigh Campbell, will be available on all audio platforms from 4th September.

"To celebrate that commitment we wanted to showcase that finding your fit or style doesn't have to be difficult. Extending on the creative narrative we are also excited to have partnered with like minded media group Mamamia, with the aim to provide honest, relatable and helpful content for Australian women in particular,” said Rowed.

M&C Saatchi Executive Creative Director, Scott Dettrick, said: "BIG W has gone back to the drawing board with its new range of basics clothing, with a focus on fit, and this campaign underscores that commitment. From the provocative outdoor, to the candid content partnership with Mamamia, this is not just about fashion - it’s about the real struggle of finding clothes that fit and how empowering clothes that fit well can be.”

The video series will be featured across BIG W and Mamamia platforms and social profiles from 2nd September.