Matilda Jane FALL 18 Back to School Collection #ChooseYourOwnPath
Matilda Jane’s new Fall ’18 Collection gives tween girls back to school clothing with a positive message!
CNN touted 2018 as ‘the year of women‘, but I believe we are seeing something far greater than just ‘a year’ or trend. The women’s empowerment/girl power is a movement and a dramatic shift in the way we are thinking about everything: fashion, careers, politics, rights, sports, self-image, and self-worth. In fact, the message is so strong, we are seeing this in almost everything we consume, whether it be music, movies or fashion.
Brands like Matilda Jane are taking a stance on the girl power movement as well, and as a result, have created their Fall ’18 campaign around girls empowerment with #ChooseYourOwnPath
The ‘Choose Your Own Path’ Story
Perhaps you have already seen the buzz around Instagram for the new Matilda Jane “Choose Your Own Path” Fall campaign. The inspiration for the collection came from one of their own customers’ girls at a photo shoot.
Last year, while the Matilda Jane team was prepping for our big fashion show at the annual conference, one of us was getting a little model dressed and lovingly called her a “princess.” She turned right back around and said, “I’m not a princess; I’m a superhero.”
The team instantly fell in love with this little girl and her “spirited spunk.” And while it was adorable, it was also a strong message for all of them to pay attention to: Little girls can become anything they want to be, that they have all the choices, all the paths; Superhero, Scientist –or a Princess.
Voila! the “Choose Your Own Path” story was born. What I find so amazing is that girls are becoming so aware of their own worth and ambitions outside of the social “norms.” They are creating their own ideas for what they want for their future.
The Fall ’18 Matilda Jane Collection
The fall collection features gorgeous dresses and tops in the Matilda Jane signature fabrics, graphic tees, jumpsuits, backpacks, lunch packs that easily store bento boxes. For the first time, Matilda Jane is also offering denim for girls, tweens, and women!
How the Collection Celebrates Aspirational Diversity
Matilda Jane believes within each little girl there is so much promise. She has all the options to be whoever she wants to be. This season’s back to school collection celebrates that notion and is appropriately called “Choose Your Own Path.” Special custom prints were created that showcase some of the various aspirations girls may have. There’s a scientist print, a musician print, an artist print – again, they all go back to inspiring her to explore her interests and find her own path. These prints are available in sizes 2-14.
Shop the Matilda Jane Girls and Tween Back to School Fall ’18 Collection
Follow Matilda Jane on Instagram and tag your looks #ChooseYourOwnPath
“The fashion industry has the capacity and responsibility to use its influence to positively impact girls. The scale and complexity of the issues we see facing children in the fashion industry, and particularly within the sector’s supply chains, require a collective response.”
-Charlotte Williams, head of child rights and business at UNICEF UK
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