Case: What Women Want?

A while back Trndmrkr gave a presentation about New Female Mindsets during the Nike EU Summit and this spurred off to some new projects and publicity…

In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighted new female rolemodels.

Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual A-list celebrities, but included an Olympic gold winning boxer and an award winning nurse as well. As such, M & S shows us that every women can be a ‘leading lady’ and do not have to conform to stereotype ’80 power dressing (think Angela Merkel). They can be successful and dress feminine at the same time.

Read the article (in Dutch) below:
EPSON MFP image

And more examples of this shift in paradigm are in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparison with popular Google search words…
Kirsten van Hulst, author, politician and spokesperson for the UN on womens rights in the Netherlands launched her book (S)hevolution.

The Future Laboratory has captured this changing mindset of powerful- yet feminine- women aptly in this short but facinating explanation of the Athena women:
“Named after the goddess of wisdom, Athena woman is a positive reincarnation of the Alpha woman”

Athena Woman from The Future Laboratory on Vimeo.

So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognize that individuality goes futher that gender. But gender surely does still matters – just not in the stereotypical ways of conventional marketing. Looking forward to your thoughts on this here