Chico's #HowBoldAreYou Social Campaign
Chico’s, a brand of Chico’s FAS, is celebrating women who are getting “bolder,” not just “older,” as it has launched a #HowBoldAreYou social campaign to bring some positivity to the idea of aging. The campaign ties into a new season of products for the boutique chain that promises to feature bolder colors and designs that fit a wide range of body shapes, according to a release. Part of the campaign and new line are T-shirts that proudly exclaim the woman’s age, and Chico’s is asking women to post photos of themselves on their social channels in the shirts to inspire others to be bold and positive about their age. Those who post could win a $1,000 gift card to the retailer. The Chico’s brand aims for this to be its new attitude, and more programs will be made around this inspiration. A YouTube ad is being shared on the Chico’s site and social channels that feature the new looks.