Fuel Your Imagination

Snag and Dentsu Creative promote inclusivity with colourful tights

The clothing brand showcases accessible fashion with the campaign, ‘Why the Snag Not?’

Jeevan Georgina Hammond

Editorial Assistant Creativebrief


Clothing brand Snag and its newly appointed creative agency, Dentsu Creative, have created a new colourful campaign to promote inclusive tights.

With the new campaign the brand sets out its ambition to “rip up the rules of fashion” and help make clothing more accessible for all.

Founded in 2017, Snag was born with a purpose: to make clothing more accessible. It created tights for everybody, carrying sizes 4 to 36, while using inclusive branding. Snag is also committed to sustainability and only brings products to market if they have ethical supply chains.

‘Why the Snag Not?’ is the latest campaign for Snag from Dentsu Creative. The hero video, key visuals and accompanying outdoor advertising creative embraces the art of dressing for self-expression.

This creative reflects the brand’s ethos - to make every person feel included, regardless of their size, gender, race, sexuality, or ability.

Over 30 seconds, the hero film features a wide range of people having fun in a variety of fun and fashionable tights. A series of bright photos and videos show the extensive range of tights that the brand carries. Audiences see all the ways they can be worn, as well as the range of different body types that can wear them.

Named ‘Snagglers’, the community of tights-wearers demonstrate dressing for self-expression, without rules. Because ‘Why the Snag Not’?, asks the campaign. The spot pulls on the idea that the best people to demonstrate the impact of inclusive clothing are Snag customers themselves. People who wear what makes them happy.

As Sue Higgs, ECD at Dentsu Creative, explained: “Snag is an incredible brand on a mission to change the world and bring joy to the way every single person dresses. And we at Dentsu Creative are here for it. So It’s our absolute pleasure to join forces with them to dismantle the fashion patriarchy and ensure everyone has access to fantastic clothing”.

Snag OOH dentsu.jpeg

Alongside the campaign, Snag has put out a new brand and social film which will travel around London. It will promote messages including ‘fuck-the-fashion-patriarchy’, alongside other joyful messages of resistance, in prominent locations.

Snag’s sentiment has been well-received, with a rating of 4.7/5 on Trustpilot, from over 100,000 reviews. Beyond customer satisfaction, the campaign has also been shortlisted for 2024’s Channel 4 Diversity in Advertising Award, due to its authentic representation of the LGBTQIA+ community.

Clothes have the power to be an authentic and liberating means of self-expression that reflects who people are on the inside. With its inclusive clothing, Snag is helping even more people to express themselves. Not only is the range inclusive, but so too is its advertising. By showing a wide range of people feeling good about themselves, the campaign is an important reminder of the impact of positive representation.