Knix is celebrating International Women’s Day by introducing, Big. Strong. Woman. This new brand film is a testament to female magnitude.
Just in time to celebrate Women’s History Month and International Women’s Day, intimate apparel brand, Knix, is pleased to announce its new brand film: Big. Strong. Woman, which stars supermodel, feminist icon, and Knix Global Brand Ambassador, Ashley Graham.
The brand film brings to light the systemic norms and language that have cheered on boys to be big and strong, while their female counterparts are often told from a young age to be the exact opposite. As a result, the spirit of this film highlights and celebrates the importance of female strength in all its forms. This is done through a montage of intimate and powerful moments provided by the Knix community and some notable celebrities.
“I am beyond thrilled to show the world what we’ve been working on for Knix. Together with Joanna, we created this film to showcase all the challenges women face that make them the very picture of strength that should be celebrated every day,” says Ashley Graham.
Conceptualized by Knix Founder and CEO, Joanna Griffiths and Ashley Graham- through a shared experience navigating various gender barriers, while both pregnant with twins- this film sheds light on the common female experience of a world that does not encourage women to be big and strong. Ashley Graham had an important role in the film, in which she served as Creative Director and narrator on the project.
“From choosing to defy traditional gender norms, or enduring the physical and mental strength required to navigate fertility challenges and loss. There are so many ways that women have to be big and strong. This was a message I wanted to share with my own twin girls,” says Joanna Griffiths, who gave birth to twin daughters on International Women’s Day last year.
The film was released at this year’s AdWeek Challenger Summit, where Knix Founder and CEO, Joanna Griffiths, was a keynote speaker. The theme of this year’s summit was Disruption, which made it a perfect platform for the launch. Joanna is an advocate for women and female entrepreneurs as well as the strength required to make it in a male-dominated business world.
Be sure to check out the Big. Strong. Woman film here.
Published by HOLR Magazine.