“Quite simply, women as half of all workers changes everything”
The Shriver Report: A Study by Maria Shriver and the Center for American Progress
The power of that single statement made a tremendous impression on us as we partnered with Jones New York for our tenth consecutive year to develop the strategic and creative direction for the Fall 2010 season.
By aligning the Jones New York heritage of dressing working women for 38 years with the impact of The Shriver Report, and developing subsequent partnerships between Jones and Shriver, we developed a fully-integrated, grass roots campaign reaching women through print, and digital applications, including The Little Black Book of Career Advice, broadcast conferences and local events supporting the Empowerment Campaign throughout US markets.
The brand campaign – ‘Empowering Your Confidence,’ initiates a movement that brings together fashion, personal achievement and education.
Shot by renowned photographer, Annie Leibovitz in New York City’s Grand Central Terminal, a cast of 25 women and 10 men came together to create imagery that is as inspirational as it is iconic.