Ann Taylor, which has been partnering with prominent women to send messages of female empowerment to its customers, today launches Inspired By with blogger Grace Bonney.
The retailer in October featured on its web site black-and-white portraits of actress Jessie Mueller, the lead of the Broadway musical “Waitress,” and Diane Paulus, the show’s director. That effort was followed by a tie-in with Jessica Beck and Marcela Sapone, founders of Hello Alfred, an online service, which provides for a monthly fee home managers who coordinate household chores such as cleaning and grocery shopping.
The retailer in March launched a video, “This is Ann,” along with the tag line, “Behind every great woman is another and another” to coincide with the brand’s 60th anniversary. The video release was timed for the start of the application period for HerLead fellowship, a training and leadership program that hopes to develop the next generation of female leaders.
Inspired By, the next chapter of the “Behind every great woman” campaign, will have its own landing page on the Ann Taylor web site. Bonney, the 35-year-old creator of the Design*Sponge blog, will interview a different woman each month for Inspired By. Bonney’s blog is read by 2 million women, and her 2016 book, “In The Company of Women: Inspiration and Advice from Over 100 Makers, Artists and Entrepreneurs,” is now on the New York Times Bestseller List.
As she did in “In the Company of Women,” Bonney plans to reveal how each of her subjects achieved her success. Her list of interviewees has yet to be revealed. Bonney has some personal appearances planned in connection with the Ann Taylor initiative, including appearing at the company’s New York headquarters on May 5.