Montreal-based Reitmans has launched its first spot for its Willow & Thread apparel line, which is made for professional women.
An online video, called #PowerofStyle features four female entrepreneurs: Lori Andrews, interior designer and photographer; Erica Wark, stylist and on-air fashion expert; Gerardine Jeune, image consultant; and Karolina Jez, Montreal editor for Notable.ca. In the video, the women talk about their views on fashion and their own personal style.
“We wanted to do something with real entrepreneurs and tell the story through their eyes about the importance of dressing in your work environment and making a statement,” said Jeannie Vondjidis-Miller, VP of marketing and visual presentation at Reitmans. “We felt it was more credible to have women who are actually out there talk about [fashion]. It was really to try to give a voice to the brand, but through actual entrepreneurs.”
Willow & Thread, which launched last September, is designed to wear to work but it also has versatility. “It’s not that rigid, so they can wear it morning till night,” said Vondjidis-Miller. “But, it is designed with professional women in mind.”
The collection has a different look and feel than Reitmans’ other offerings, said Vondjidis-Miller. “The fabrics are premium fabrics from European mills… The cuts are more modern and it’s got a more contemporary feel,” she said.
The new video is being pushed out through a mix of earned, owned and paid media. Reitmans developed the concept internally and worked with Shoot Studio and influencer marketing agency Made In.
