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IN SUPPORT OF WOMEN: Vanity Fair lingerie has launched the “Women Who Do” campaign, one of the biggest brand refreshes in the company’s 100-year history. Today, the brand will unveil a new logo, digital, social and print media, consumer public relations, retailer outreach and a new e-commerce Web site. In addition, Vanity Fair has started the LiftTOUR in partnership with Dress for Success, a nationwide bus tour with a focus on fit and philanthropy. The campaign was created by Barkley, a Kansas City-based ad agency that it hired in October following a review.
Vanity Fair, part of the Fruit of the Loom family of brands and a unit of Berkshire Hathaway, is one of the largest lingerie companies in the U.S., manufacturing bras, panties, daywear and sleepwear. The campaign showcases notable and everyday women online and in print. The campaign launches on forwomenwhodo.com, as well as in the August issues of People StyleWatch, InStyle, More, Real Simple and Better Homes & Gardens. Vanity Fair declined to reveal the ad budget.
The LiftTOUR started in Bowling Green, Ky., on Thursday and will travel to 70 locations in 12 major U.S. markets, running through Oct. 31. Each stop features free bra fittings at major retail locations, and for every woman fit, Vanity Fair will donate a brand new bra to the local Dress for Success chapter.