New York Fashion Brands Play Their Part in Gender Equality
By Kenneth Richard | The Impressionist
Sunday was International Women’s Day and the No Ceilings organization partnered with fashion firms Kate Spade, Cynthia Rowley, Rachel Comey, Maiyet, H&M, Rebecca Minkoff and Under Armour to show the world what it would look like to wake up and find that many women weren’t there. The guerrilla marketing initiative was symbolic and designed to help raise awareness of the gaps in gender equality.
As part of No Ceiling’s #NotThere program, each brand developed creative with and without female models to exemplify just how important equality is. Karlie Kloss, who is in Kate Spade’s Spring 2015 campaign, pushedthe billboard out on her social channels and the Kate Spade brand showed a short video on Twitter of Karlie vanishing from the ad. Users were directed to the #NotThere page of NoCeiling’s website, where they could learn more about the symbolic act and ‘what a new analysis of women and girls’ progress says about the state of gender equality.’
The campaign was developed in partnership with Droga5 and is one more brands should rally behind, all year. Fashion is, after all, a business built primarily for the key purchasing decision makers of households, and sales of women’s fashion-related products far outweigh those of men’s. Truth is, fashion brands should be rallying behind this program not because it speaks to the audience or because it is a trend to hop on. But because it is the right thing to do.
Agency of Concept | Droga5
Creative Chairman | David Droga
Vice Chairman | Andrew Essex
Chief Creative Officer | Ted Royer
Executive Creative Director | Kevin Brady
Creative Director | Casey Rand
Creative Director | Karen Land Short
Copywriter | Colin Lord
Art Director | Inna Kofman
Chief Creation Officer | Sally-Ann Dale