{"id":167434,"date":"2020-09-23T09:03:00","date_gmt":"2020-09-23T09:03:00","guid":{"rendered":"https:\/\/www.theindustry.fashion\/%e2%80%8bsainsburys-tu-launches-dress-well-feel-good-aw20-campaign\/"},"modified":"2021-08-06T12:07:18","modified_gmt":"2021-08-06T12:07:18","slug":"%e2%80%8bsainsburys-tu-launches-dress-well-feel-good-aw20-campaign","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/%e2%80%8bsainsburys-tu-launches-dress-well-feel-good-aw20-campaign\/","title":{"rendered":"\u200bSainsbury's Tu launches \"Dress Well, Feel Good\" AW20 campaign"},"content":{"rendered":"
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Sainsbury's clothing brand Tu<\/a> is has launched its Autumn campaign, aimed to inspire the nation to get dressed with their own wellbeing in mind.<\/strong><\/p>\n

As loungewear has become the new workwear and leggings the new jeans, consumers behaviour has shifted towards buying for comfort, with Tu seeing an 187% increase in orders across nightwear during March - July compared to the same period in 2019.<\/strong><\/p>\n

Tu\u2019s Autumn campaign Dress Well, Feel Good, aims to celebrates the art of getting dressed, and pushes consumers to to consider how fashion can positively impact their mood.<\/p>\n

Shakaila Forbes-Bell, Fashion Psychologist and Founder of Fashion is Psychology, said: \u201cPeople experience changes in their emotional state with a change in their style of dress. Some studies have even found that clothes carry a tension release dimension, providing wearers with a dose of escapism that positively impacts their mental wellbeing during particularly trying times...the power of clothing to boost your mood lies in the associations you have with your clothes.\u201d<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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The campaign features street cast models, showcasing the individual styles of modern Britain.<\/strong><\/p>\n

Stephen Bowes, Head of Campaign Management for Sainsbury\u2019s added: \u201cIt has been a challenging year for so many families and we wanted to create an optimistic and thought-provoking moment to signal a new season<\/strong> and inspire the nation to dress to feel good \u2013 at a time where perhaps we need that more than ever.\u201d<\/p>\n

The Dress Well Feel Good campaign is available from today across selected Sainsbury's stores and online, with items available throughout September and October as part of Tu\u2019s AW20 collection.<\/p>\n

\"\"<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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