Dia&Co Breaks Down Fashion Clichés With Road-Trip Ad Inspired by Its Real Customers

Dia&Co didn’t have to look far for an idea for its new commercial. The plus-size subscription apparel service was inspired by a group of women who met on the company’s Facebook page and planned a vacation together. 

That’s the theme of “Road Couturier,” in which four seemingly unrelated women hit the road in a Dia&Co lilac Jeep—their quick friendship representing the brand’s community of connected women, linked together by the plus-size experience.

“Seventy percent of women in the United States wear a size 14 or above. This is a community that deserves to be come together, lift each other up and be celebrated,” says Kristin Covi, head of marketing at Dia&Co. “We wanted to highlight the community of beautifully diverse and like-minded women who share the transformative Dia&Co experience.” 

The spot was made by Brooklyn-based agency Quirk Creative. 

The scarcity of larger sizes is a longtime problem in the fashion industry, due to designers reluctant to offer styles above a certain size and certain production challenges plus sizes can sometimes pose. 

Nadia Boujarwah and Lydia Gilbert, classmates at Harvard Business School, saw a business opportunity, as well as a personal mission, in opening Dia&Co. 

“I hadn’t intended for retailing to be a career choice,” Boujarwah told The New York Times last year. “But when I was in business school, I realized that my formative experiences were shared with millions of women. It was a call to arms for me. This was a problem for many women that I could play a role in.”