Jun 12, 2018
The music stars fronting ModCloth's new campaign
Jun 12, 2018
US rapper Lizzo and country star Cam have landed themselves a major fashion campaign with ModCloth.
The stars have been snapped up by the vintage-style online retailer -- along with singer/songwriter Victory Boyd and musician Kacy Hill -- to front its new "Say It Louder" campaign. The project aims to shine the spotlight on fierce women who are forging their own path.
The campaign will see the four women share their stories in a series of online videos, covering topics such as Lizzo's passion for body inclusivity, Cam's support of equal rights, Kacy's rejection of stereotypes and Victory's struggle to be unapologetically herself.
"These women are our muses, people we admire and look up to because they're living life their own way," said Lizz Wasserman, VP Fashion & Concept, in a statement. "They are independently spirited, making a difference, and inspiring others with their message."
The move is part of a wider revamp by ModCloth, which includes investing in digital advertising, and increasing its plus-size fashion options. The brand is the latest of several lifestyle labels to tap into the themes of female empowerment; earlier this year, jewelry brand Pomellato recruited Jane Fonda and a raft of international stars to discuss topics such as freedom, womanhood and the changes they would like to see in the world as part of its International Women's Day campaign. Meanwhile, Kate Spade New York filmed actresses Laura Dern, Sasheer Zamata and Tavi Gevinson tackling the issues of such as self-respect, success, confidence, friendship and true love for its "In Full Bloom" fragrance campaign back in February.
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