Last week on March 8 we celebrated International Women’s Day, with billboards, special T-shirts, and celebrity testimonials. This day had a lot of important messages: women’s strength, uniqueness and equality for all!
Nowadays women no longer want to be appreciated only for their beauty or their ability to take care of the family. And yet women are still not paid and/or treated equally; and not only in poor or very religious countries as one might expect. No, all over the world. And it is time to pay attention to these strong messages.
That’s why many luxury brands today encourage women and support their ambitions, intelligence, strength of character and personal achievements. Nowadays it is not that important any more to be just a “beautiful picture.” More and more famous brands choose women ambassadors that reflect the spirit and character, the power and enthusiasm, and represent the company’s values in society.
For example, American actress Natalie Portman has been the leading lady of Dior fragrances since 2010, when she became the face of Miss Cherie. This choice was not made by chance. Portman has been honored with many awards and nominations not only for her acting work, but also for various humanitarian and educational activities. When Portman was asked what kind of woman Dior perfume is made for, she replied: “A woman who is fearless, strong and confident while also being very feminine and soft.”
Another successful woman who represents Christian Dior is Marion Cottilard, starting in 2008. She made film history becoming the first person to win an Academy Award for Best actress in a non-English language performance.
The cosmetic giant Lancôme prefers to be represented by women celebrities that have a real personality. Among the ambassadors of the brand are Julia Roberts and Kate Winslet – actresses who are distinguished by unusual beauty, but with incredible charisma and personality.
Luxury cosmetic brand Guerlain and fashion brand Calvin Klein have been represented by Natalia Vodianova for many years. Natalia is not only a world-famous model and mother of four children, but also an active philanthropist. After supporting different charities, in 2004 she decided to set up her own Naked Heart Foundation. In 2018 Chopard decided to support the Naked Heart Foundation through a special edition of the Happy Hearts Collection bracelets .Ten percent of proceeds from sales of the bracelet will be donated to the charity which supports children with special needs
French car maker Citroen chose style icon Iris Apfel in 2016, at the age of 94. Apfel is known for her vibrant wardrobe and oversized glasses, and fronted the brand’s “Driven by Style” campaign. “When you don’t dress like everyone else, you don’t have to think like everyone else” always was Iris’s credo.
During 2018 we got more unusual brand collaborations with empowering women.
“Tiffany City HardWear” is the full name of the Tiffany & Co. campaign that takes successful pop superstar Lady Gaga as it outstanding new ambassador. When Tiffany was asked why they had chosen Lady Gaga as an ambassador, the answer was simple: her originality, creativity and courage were the characteristics that caught our attention.
Dior’s spring campaign features Sasha Pivovarova, the model and artist who opened Maria Grazia Chiuri’s spring runway show wearing a T-shirt emblazoned with the title of Linda Nochlin’s influential essay, “Why Have There Been No Great Women Artists?” Showcasing pride in their star, the house of Dior organized private exhibit of Sasha’s works during New York fashion week.
Escada tapped Amber Valletta for its colour-charged spring 2018 campaign, pointing to the iconic model’s “strength, authenticity and humor”. “Our brand is all about colour and empowering effect it can have”, Escada CEO Iris Epple-Righi commented. “The campaign also marks the strong embrace of our heritage. The business was founded by a woman for women, and it began in the Seventies, a time when women in business were especially rare. This spirit of female strength balanced with playfulness is in our DNA,” she said.
I would like to finish this article with a quote from Michelle Obama:
“There is no limit to what we,as women, can accomplish”