• by Fern Siegel , 8 hours ago

Integrated media and creative agency Within formed an alliance with teen fashion brand Claire's.

Within will lead Claire's paid media and SEO strategy as part of its new chapter centered on modern girlhood and Gen Alpha.

The agency's remit is to connect media strategy, customer behavior and measurement across digital and in-store channels. The assignment dovetails with Claire's decision to build a more connected digital-to-physical customer journey around piercing.

"Claire's is one of those rare brands that has stayed relevant across generations, and we're excited to partner with their team as they continue this next stage of growth," said Joe Yakuel, CEO, Within. "Our approach is about designing distinct strategies for how different customers actually make decisions, then measuring what that's worth over the long term, rather than just what it costs to acquire."

Within's brand work includes The North Face, Ben & Jerry's, Foot Locker and Movado Group.

In August 2025, Claire's sold its North American business to private-equity firm Ames Watson for $104 million in cash to keep 795 retail locations in business.