Splendid is out to make the world a cozier and kinder place.

The U.S. apparel brand, a division of VF Contemporary Inc. known for its soft T-shirts and knits, will launch its first-ever campaign next week with “Spread Softness,” a feel-good movement centered around togetherness and warmth. “One of the things I kept hearing over and over again from consumers and our staff was just how much people were in love with the softness [of our clothing] — so much so that it felt like a differentiator in the marketplace that we could really own,” said Jenna Habayeb, vice president of marketing for Splendid and Ella Moss. “The campaign is about [exploring] softness from a physical and emotional standpoint.” The “Spread Softness” campaign will begin rolling out over the next few weeks with a series of guerrilla marketing events in New York and Los Angeles, as well as with a video series on YouTube, an excerpt of which is below.



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