EMERGENCY: I got invited to a show last minute and I have nothing to wear

@ashtoneevans

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Promoted product

Never Fully Dressed

Never Fully Dressed is more than just a fashion brand. We’re a community that celebrates, empowers and supports everybody; through diverse models, to inclusive sizing that extends from a UK 6-28 US 2-24. Our unique prints in multi wear styles are designed in-house, to inspire joy into your wardrobe.

2 videos2 creators

Why it worked

The video taps into a relatable "fashion emergency" scenario, especially for plus-size individuals, and provides a solution by showcasing a specific brand that caters to them, making it aspirational and informative.

Summary

The creator is in New York for Fashion Week and needs an outfit for a last-minute show. She goes shopping at Never Fully Dressed, a brand that carries plus sizes, and tries on several colorful cocktail dresses, ultimately finding one she likes.

Structure

1Creator expresses an "emergency" - needing an outfit for a fashion show.
2She goes shopping at Never Fully Dressed, highlighting their plus-size availability.
3

Original caption

PLUS SIZE GIRLS: if you need somewhere to shop in NYC— go to @Neverfullydressed !! #neverfullydressed #nyfw #plussize #plussizeinfluencer #plussizeshopping

More from @ashtoneevans

Product placement

Never Fully Dressed (ACTS - the creator tries on dresses from this brand to find an outfit for a show, and the brand is mentioned in the caption and hashtags. Removing it would change the video's purpose and context.)

On-screen text

EMERGENCY: I got invited to a show last minute and I have nothing to wear

Transcript

I am in a predicament. I am here in New York for New York Fashion Week. Just got invited to a show last minute and I have nothing to wear. The attire is colorful cocktail. I did not bring a single colorful thing with me. So I'm going to have to go shopping to find something for the show. However, being a plus-size woman, I can never shop in stores until I found something never fully dressed. I'm going to go in, try it, see if I can find something for tonight's show. This is option number one. They have my size. It's short. What the heck? I feel like this is a really good contender. But I'm going to keep trying some more stuff on. This is option number two. She's a little bit more out of my comfort zone, but I think she's cute. Definitely colorful. This is option number three. Not sold on the bubblegum pink. Okay, this is option number four. I really like this one. I think she fits me so gorgeous. I think she fits the dress code. Dress secured. Come back for part two when you watch me get my hair done.

When we were making this we realized we could do one of these with just facial e