Barneys New York is appealing to women and girls — who could be its future customers — with a campaign supporting International Day of the Girl. Declared by the United Nations and due to be observed on Sunday, International Day of the Girl is intended to raise awareness about gender inequality.
Barneys is devoting windows at its flagships and regional stores across the country from Thursday to Oct. 14 to the issue. The windows will feature a digital slide show of crowdsourced content. Barneys asked women to respond to answer the statement, “Anything is possible when…” at #GirlPossible. The retailer received more than 200 responses from women, who photographed or videotaped themselves holding signs with their answers to the query. Examples include “Anything is possible when girls have education equality.” Barneys said it’s expecting submissions from Kelly Osbourne, Hannah Bronfman, Jennifer Meyer and others.
Let Girls Learn, a government initiative launched by President Obama and First Lady Michelle Obama, will also be represented in the windows, while the individual stories of women and girls will be highlighted on Barneys’ lifestyle and editorial site at thewindow.barneys.com. The development of girls’ careers has been of particular interest to Daniella Vitale, senior executive vice president and chief operating officer, who mentors female students at the High School of Fashion in Manhattan.
“Since there’s not a monetary component to the campaign, we brainstormed ways in which we could give back in addition to raising awareness,” a spokeswoman said. Barneys decided to transform the fourth-floor penthouse of its Madison Avenue flagship into a Girls’ Lounge. The organization of the same name creates safe havens at male-dominated events such as technology conferences. Barneys has invited Girl Scout troops and school groups to visit the Girls’ Lounge on Oct. 12. Cupcakes and juice will be served.