dressbarn, the iconic American retailer with 800+ stores specializing in affordable fashion for women sizes 4 to 24, has revealed their new Fall 2016 brand ad campaign, “More Than A Name.” The moving campaign channels all women and challenges the stereotypes they face every day, a parallel the brand itself experiences by being judged – and underestimated – simply on its name.
dressbarn‘s previous two campaigns focused on shifting perceptions by boldly poking fun at the brand’s name, with high fashion impact. This fall, the company is using the “More Than A Name.” campaign as an opportunity to debut the brand’s heritage, while tearing down labels that are put on women. “Most women have experienced what it’s like to be reduced to stereotypes. Similarly, the name ‘dressbarn’ is only one piece of a much greater brand story, and this is our time to tell it,” said Vice President of Brand Marketing, Stephanie Garbarini.
The brand uses the “more than” sentiment to relate to women in an authentic way. dressbarn celebrates all women and aims to eliminate the terms that often improperly define them — whether it be a mother, a wife, a divorcee, a pretty face, etc. The campaign is rooted in bold statements such as: “more than an age”, “more than a size”, “more than a dress” and “more than a name”. The campaign stars two women who are notably ‘more than’… model, designer and body activist, Ashley Graham, and model, entrepreneur and actress, Veronica Webb. (View behind the scenes video here.)
“I’m a reminder that you should never let anybody tell you ‘no’ or tell you what you’re capable of, because I have achieved and am still achieving what was seemingly impossible,” said Graham. “What the ‘More Than A Name.’ campaign means to me is that women are more than their exterior, women are more than just one thing…We’re all so different and should celebrate that.”
Shot by fashion photographer Sebastian Kim at Pier 59 studios in NYC, the campaign features models Ashley Graham, Veronica Webb, Roxanne Gould, Marquita Pring, Ginta Lapina, and Christina Krause, and is styled by Karen Kaiser. The campaign will span across dressbarn stores and digital channels, as well as billboards, public transportation (including buses and subway take-overs in New York City, Chicago and Boston), digital TV, partnerships and print.
dressbarn expands on the “More Than A Name.” campaign by embracing its meaningful heritage and educating consumers through their digital and in-store channels. As Garbarini explains, “dressbarn was created for women, by a woman, Roslyn S. Jaffe, in 1962. She was inspired to create a one-stop-shop for busy women, giving her fashion and value she couldn’t find anywhere else… but it needed a name. She had a simple solution; the first spoke to women and femininity…dress, the second spoke to value…barn. The simple solution still stands true today and that’s why we are proud of our name, because she gave it to us.“
The imagery features dressbarn’s newest fall sportswear collection, roz&ALI, and dresses featured from the brands designer collaborations, LUXE by Carmen Marc Valvo and BEYOND by Ashley Graham. Product is respectively priced from $30-$70 and will be available in stores and online September through November.