5 hours ago | By WGSN Insider
Aug 22, 2017
By WGSN Insider
Karen Millen, the womenswear brand that specialises in a mix of occasion and smart daywear, has launched a new campaign called Women Who Can, in collaboration with the Step Up Club, a career club.
Women Who Can is described as “an empowering new campaign that champions inspiring females.”
It shares the stories, successes and vulnerabilities of its Women Who Can to give women “the confidence to be your best self.”
The company picked Sharmadean Reid, founder of WAH nails, as the campaign’s inaugural Woman Who Can, imparting her tips and tricks for unleashing confidence, both in and out of the workplace.
Working across both digital and in-store, the initiative “offers “a new type of female thinking space that encourages a two-way conversation between the two brands and its customers, through editorial content, social activations and in-store events.”
It aims to equip and enable modern women with the tools, knowledge and support to achieve their own definition of success, whatever form that may take.
Editorial themes include unleashing confidence, growing resilience, and defining success with a series of interviews that explore one of these themes as well as offering practical, tangible tips and takeaways, from how-to guides to playlists and motivational mantras.
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