Wrangler has launched a new campaign starring Grammy award winner Kimbra focused on a cry against female stereotyping.
#Morethanabum aims to move the cultural conversation away from simply aesthetics about women towards a deeper understanding of achievement and aspiration. It is anchored by a song composed by Kimbra called Ain’t About What’s Behind Me, including samples of women saying the word “bum”.
Created by ideas agency We Are Pi, it looks to go beyond traditional advertising in women’s fashion and in denim in particular, to launch the brand’s new “Body Bespoke” range. This line redefines the design process of women’s jeans by going against the fashion industry norm of using model proportions as the base for designs.
Jessica Perri, head of strategy at We Are Pi, said: “We set out to communicate an empowering message that is intrinsic to the Wrangler brand: the jeans are stylish, but it’s what you do in them that matters. We all know the image of a woman smiling confidently in the mirror because her jeans finally fit right. We wanted to bypass the mirror altogether. Of course her jeans fit right, freeing her up for much, much more interesting things.”
The campaign also features a range of other inspirational female ambassadors in a short film, including Olympic volleyball player Francesca Piccinini, dancer and choreographer Nikeata Thompson, transgender activist Paris Lees, and music journalist and radio presenter Gabriela Drzewiecka.
Said Kimbra: “These women remind us that our bodies are only one part of us and it’s important to take pride in that but also to stand up for the fact that we have so much more to offer the world. It’s not just about how we look in our jeans, it’s about what we’re doing in them.”
The initiative follows a big focus on unraveling female stereotypes in advertising and a call across the industry to end the objectification of women. Anchoring that movement is a campaign called #womennotobjects by agency Badger & Winters, which has been shared over 130 million times since its launch in January 2016.
“There’s always a smarter, more creative way to tell a brand’s message that doesn’t rely on demeaning women, but in fact does the opposite – it emotionally engages women in a respectful way,” said Jim Winters, president of Badger & Winters, during the Cannes Lions International Festival of Creativity this year.
Furthermore, research carried out by Badger & Winters shows that focusing on the idea of “sex sells”, which the fashion industry is particularly notorious for, is in fact disastrous to brand reputation and purchase intent. Their study shows that the objectification of women impacts every single KPI, to the extent that women today have less interest in wanting any sort of interaction with such brands at all, co-founder Madonna Badger said. She noted that 91% of women today say advertisers don’t understand them.