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Translated by
Nicola Mira
Published
Sep 22, 2016
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Monki launches feminist 'Monkifesto'

Translated by
Nicola Mira
Published
Sep 22, 2016

Monki is keen to display its social engagement to its customers. The fashion retailer targeting young and adolescents girls has decided to talk about feminism for its tenth anniversary, and launched a campaign christened 'Monkifesto', dealing with the life challenges of the new generation of women.


 

The campaign is built around ten slogans, such as 'Please yo'self', 'Multi is the new regular', 'Be a drama queen', 'Periods are cool' or 'Knowledge is queen'. The declared objective of the retailer belonging to the H&M group is to help dismantle excessively shallow depictions of women, and to encourage self-affirmation.

The ten slogans are illustrated by visuals designed by artist Arvida Byström, as well as by viral videos featuring the campaign's ambassadors. Militants, authors, bloggers, DJs and actors, all of them women, portray with a wealth of anecdotes and humour the constraints they have identified, and talk about how they circumvented them.

The campaign launched in mid-September on social media, and will feature a capsule collection reproducing the various slogans on sweatshirts, tops, pants etc. The collection will be available at the retailer's stores, about one hundred of them, mostly located in Europe but also in Asia.

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