To celebrate the season and its holiday collections, Aritzia, the Vancouver-based retailer with more than 60 stores in North America, chose to spotlight sisters, moms, daughters and best friends.
Aritzia has launched a magazine feature and social campaign called Full of Heart (#fullofheart). It will live on social channels and within an editorial feature in the Aritzia online publication, The Magazine. The editorial features six females consisting of emerging talent, young artists and social entrepreneurs and the nomination of another woman they are “full of heart” for, such as a mom, sister or friend. The women were shot together wearing pieces from the Aritzia holiday collections.
To support the campaign, Aritzia has launched a charitable initiative benefiting Cause We Care Foundation across social platforms (@Aritzia, @CauseWeCareFoundation and each participant’s personal social channels) and aritzia.com. Cause We Care Foundation is a charity founded by women to help disadvantaged, single mothers and their children in need. Aritzia will donate a brick in support of building a subsidized housing complex in Vancouver, where their home office subsides, to help mothers and their children improve their lives and their neighborhood.
Donations will be made on behalf of the talent featured and everyone who joins the cause on social media. Participants can post a photo of whom they are #FullofHeart for on Instagram, tagging #FullofHeart, and Aritzia will make a donation to the cause on their behalf.
The donation’s progress will be showcased on aritzia.com, featuring an empty heart that gets filled as each brick is donated.
Among those featured in the campaign are Emily Kinney (“Walking Dead”), Petra Collins (photographer), Helen Levi (potter/photographer) and Miki and Radha Agrawal (social