Ardene launches Self Care IRL campaign

Canadian retailer Ardene launched on Thursday a new campaign with social enterprise Me to We that aims to start a self-care movement that encourages followers to share how they "self-care" on social media.

As part of the campaign, dubbed Self Care IRL (an acronym for "in real life," a reference to life offline), Ardene will donate $1 to We Well-being for every post made until World Mental Health Day on October 10 using the hashtag #ardenegetsreal.

In-store, Ardene will equally collect $1 donations at checkout with one hundred percent of proceeds raised during the campaign going to support We Well-being.

"Self-care and mental well-being are important issues for young people today." said Ardene COO Mark Dervishian, in a news statement.

"As a brand, and through our partnership with We, we are in the perfect position to spread the word and provide customers with educational tools and resources to promote their well-being."

Ardene – whose primary customers include Generation Z girls aged 14-24 – stands behind empowerment and positivity not only through its campaigns, but also through its entire organization.”

The value fashion destination snagged American actress, Jenna Ortega, as the campaign ambassador, appearing in campaign imagery and video.

"You need self-care in order to step back, take a much-needed breath and get ready to get back into the daily routine," Ortega commented on the campaign. "I think everybody needs a break. I do not think there's a better time to encourage people to appreciate and respect themselves."

Ardene and Me to We first partnered in 2018. Most recently, Ardene relaunched its Basic Collection in partnership with Me to We, again directing proceeds to We Well-being.

The company launched in Canada in 1982 and now has over 350 Ardene locations across the country. It equally opened its first U.S. store in 2015 and now operates three U.S. locations.

Ardene launches Self Care IRL campaign

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