Simply Be, the fashion retailer that caters for curvier women, has worked with Principles Agency on a new TV ad to promote its Autumn/Winter catalogue.

Leeds-based Principles was appointed to create the TV ad following a competitive pitch. Its ad is now airing on ITV, Channel 4 and Sky.

Helen North, account director at Principles, said: "We have created a TV ad that celebrates fashion for the real-sized woman and ‘glams up’ the plus-size fashion arena.”

Principles, which earlier today announced promotions within its team, is one of the preferred suppliers to Simply Be owner JD Williams.