“There are so many examples of ‘Women Who Do’ each and every day,” said Lis Cravens, vice president marketing and merchandising, Intimates at Fruit of the Loom. “Our goal is to share these stories with a wider audience in the hope that Vanity Fair will inspire the female leaders of today and tomorrow.”
This campaign represents the first work from Vanity Fair’s new AOR, Barkley, which it hired in October 2013 following a review, and includes a newly designed logo, digital, print media, consumer PR, retailer outreach, and a new brand and e-commerce Web site.
The concept revolves around the core values of encouraging confidence, positivity and support through the positive reinforcement of others. To that end, the ForWomenWhoDo.com website showcases select female role models, seen here, here, and here in YouTube videos.
Their stories will also appear in the August issues of Better Homes & Gardens, More, Real Simple, People Style Watch and InStyle.
Meanwhile, non-profit Dress for Success and brand activation agency Department Zero are helping Vanity Fair launch the LiftTour, a nationwide bus tour that combines fit and philanthropy. Each LiftTour stop will host free bra fittings at major retail locations, and for every woman fit, Vanity Fair will donate a brand-new bra to the local Dress for Success chapter. The tour travels to 70 different locations in 12 major U.S. markets through October 31.
Vanity Fair is part of the Fruit of the Loom® family of brands, a unit of Berkshire Hathaway, Inc. The 100-year-old brand is one of the largest lingerie companies in the U.S., offering a wide-range of bras, panties, daywear and sleepwear sold through major online and retail partner locations.