'Too Pretty' Knows That Success Isn't About External Beauty
Riley von Niessen — May 14, 2016 — Social Good
References: tooprettybrand & kickstarter
'Too Pretty' is an empowering feminist brand of female clothing created by Cary Williams. Inspired by the adversity she has faced as a female boxer, the line quotes the words used against her as she fought stereotypes that told her she was "too pretty" to participate in male-dominated competitive sports.
As Cary explains, this phrase is not a compliment so much as it is an insult as it insinuates that women are not as good as men and demeans and belittles them. Ironically dispelling this idea with her brand, Cary aims to empower women by telling them that being "pretty" is not an ingredient for success.
Employing the hashtag #tooprettymovement, the brand encourages social media participation from women proving they are more than their appearance and are able to strive for any goal imaginable. The female clothing brand is using Kickstarter to find funding to create an inspiration book that compiles self-empowered women and also to bring the apparel line to market. Men's sizes are also offered to allow for an all-inclusive participation for the movement.
As Cary explains, this phrase is not a compliment so much as it is an insult as it insinuates that women are not as good as men and demeans and belittles them. Ironically dispelling this idea with her brand, Cary aims to empower women by telling them that being "pretty" is not an ingredient for success.
Employing the hashtag #tooprettymovement, the brand encourages social media participation from women proving they are more than their appearance and are able to strive for any goal imaginable. The female clothing brand is using Kickstarter to find funding to create an inspiration book that compiles self-empowered women and also to bring the apparel line to market. Men's sizes are also offered to allow for an all-inclusive participation for the movement.
Trend Themes
1. Feminist Clothing Brands - Opportunity for creating brands that challenge gender stereotypes and empower women.
2. Social Media Movements - Opportunity for using social media to create movements and engage with customers.
3. Crowdfunding for Apparel - Opportunity for using crowdfunding to fund production and test market demand for apparel brands.
Industry Implications
1. Fashion Industry - Opportunity for disrupting the fashion industry by creating feminist brands that challenge traditional gender roles.
2. Social Media Industry - Opportunity for disrupting the social media industry by using platforms to create social movements and engage with customers.
3. Crowdfunding Industry - Opportunity for disrupting the crowdfunding industry by using it to fund production and test market demand for apparel brands.
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