'Our mission is simple: to give you the confidence and inspiration to be your best self'
Fashion campaigns have been killing it of late. For his first campaign for Diane Von Furstenberg, Jonathan Saunders celebrated diversity in New York, while Stella McCartney tackled environmental conservation with her autumn/winter campaign.
Now Karen Millen is the latest brand to embrace fashion with a cause, by teaming up with the Step Up Club (an advocate for female career development) to create its Women Who Can campaign, which is all about female empowerment.
The new initiative, which will live both online and in-store, aims at giving women the confidence to achieve their goals, by providing a two-way conversation between the two brands and its customers, through editorial content, social activations and in-store events.
Step Up Club founders Alice Olins and Phanella Mayall told us, ‘Our Women Who Can collaboration with Karen Millen embodies a shared ethos of female empowerment, our mission is simple: to give you the confidence and inspiration to be your best self.
‘The campaign was born from the realisation that we need to be talking about our jobs and lives with the same passion and exposure that we talk about food, style and wellness. Both Karen Millen and Step Up are strong, female founded brands with confidence at their cores – we know that women feel stronger and more empowered when we unite, share, collaborate and boost each other to greater things. What could be better than talking about confidence, careers and success in the same breath as fashion?’
Themes in the series will include unleashing confidence, growing resilience and defining success, and for the first campaign, Sharmadean Reid MBE, founder of WAH nails, will share her confidence tips.