NEW YORK CITY — June 11, 2018 — ModCloth — the colorful lifestyle brand known for making vintage style modern, timeless and accessible to all through its celebration of unique, personal style — is spreading its mantra “you do you.” This summer, ModCloth will launch “Say It Louder,” the brand’s bold, new campaign series that spotlights modern female icons who are making a statement and forging their individual path. Since day one, ModCloth has championed self-expression and inclusivity and now, the brand will turn the volume up full blast. On June 11th, the Say It Louder campaign launches across all ModCloth channels including a powerful video, a new “magalog,” social storytelling, and digital media. The ModCloth universe will deepen to become a soulful hub celebrating inspiring women as they’ve been inspired by others before them. They speak to their passions, inspirations and what they hope to inspire in others.
The campaign kicks off with four extraordinary ModCloth muses: the iconic rapper Lizzo and country star Cam, with emerging icons, singer/songwriter Victory Boyd and musician Kacy Hill. The women were chosen for the campaign for the broader statements that they make. Each musician has passion and tells their bigger story in the online videos and printed magalog from Cam’s support of equal rights, Kacy’s rejection of societal stereotypes, Victory’s overcoming the struggle to be unapologetically herself and Lizzo’s fight for body inclusivity and opening the magalog with her bold quote “No matter how big or small you are, you can be sexy and wear whatever the *#@! you want.”
The campaign is peppered with the women fiercely expressing their own voice and celebrating their individuality. The magalog excites the readers with passionate interviews from the artists. In an industry dominated by men, Cam sets the bar high as she explains she is “one of the few and rare female country musicians (barely) allowed on to the country radio charts these days.” Shining with positivity, Cam candidly explains that she always wears a shade of yellow to radiate a bright energy. Kacy talks about how she is inspired by strong women, including her grandmother, who she calls the matriarch of her family and says, “There is a very specific power that women have and, when they can tap into it, it’s pretty magical.”
A professional singer since age 4 and recently signed by Jay-Z, Victory Boyd exudes calm confidence and drives home the overall message that layers back to the ModCloth ethos, “Don’t worry about trying to be accepted or desired by other people, because you might be surprised how many people love you just how you are.”
“These women are our muses, people we admire and look up to because they’re living life their own way,” said Lizz Wasserman, vice president, Fashion & Concept. “They are independently spirited, making a difference, and inspiring others with their message. We support people expressing their personal style and finding their unique voice. Each of these women are doing so fiercely, proudly, beautifully.”
Say It Louder is step one in ModCloth’s overall brand revamp. With the launch of the video and magalog, consumers will get their first glimpse of the new logo that playfully nods to the brand’s original look and feel. This launch marks the largest spend Modcloth has invested in digital advertising, with the goal to push content out to all the Modcloth consumers. The site is ramping up its plus-sized offerings and the retailer will be announcing unique in-store roll-out concepts across the country, including the recent opening of their San Francisco FitShop.
Posted June 11, 2018