Vera Bradley needed to modernize its brand and reach out to a new, younger segment of shoppers in order to fuel growth. As a brand by women and for women, we saw an opportunity to position them as a champion of femininity. Our integrated campaign, anchored by a provocative content series, was designed to celebrate all the reasons that it is good to be a girl.
The disadvantages of being a woman are touted far and wide, especially in a society that values masculine traits over feminine ones. In order to start a movement, Vera Bradley needed to start a conversation. We enlisted the help of Noël Wells and asked women of all walks of life what they love most about being a girl. Turns out, femininity isn’t just an advantage, it’s a superpower.
Singer-songwriter Sara Bareilles joins Noël at a rock camp where they tap into their inner yas queen, and learn that feminine wisdom can come from women of any age.
Why are there so few female sushi chefs? Is what makes women “bad at their jobs” actually what makes them really good at them? Noël, sushi-chef Danielle Sobel, and a group of badass business leaders get to the bottom of it.
Noël meets a young girl preparing for her Quinceañera to discuss the cultural importance of the tradition, that transition from girlhood to womanhood, and the magic of finding the dress.
Noël visits the locker room of a tight-knit women’s rugby team to discuss the role of femininity in unexpected places. She delves into everything from sisterhood to bruises to a lesser-recognized use for boobs.
What does MMA fighter Holly Holm have in common with New York fashion bloggers? A lot more than manicures. Noël heads to a beauty shop to talk higher pain tolerance, sleepovers, and other things that make women absolutely fabulous.