By  on February 5, 2017

The day after Barneys New York named Daniella Vitale its first-ever female chief executive officer, the store launched a new campaign devoted to women’s empowerment. Titled “We Will Be,” the initiative is done through the Barneys New York Foundation, the retailer’s charitable arm that was founded in 2016 as a way for the store to advocate for human rights, the arts and education. For the campaign, Barneys commissioned videos done in partnership with the High School of Fashion Industries and MAKERS, a women’s media platform, that highlight strong women. They were installed Feb. 3 in Barneys’ Madison Avenue and downtown New York windows to coincide with New York Fashion Week.

The timing could not be more apt, considering the heightened cultural focus on the protection of women’s rights under the Trump administration and the arrival of Vitale as the store’s first female ceo. The initiative was her idea.

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