Reitmans celebrates diversity

Reitmans, the inclusive destination for Canadian women looking to update their wardrobes, is celebrating diversity with its new Wear Your Support campaign. Created in collaboration with Cossette, the campaign focuses on seven Canadian women promoting profound change within their communities. Their individual stories underscore unifying threads of grit, perseverance and triumph. These are the inspirational tales that propel us towards a deepened shared experience of community, empowerment, and ultimately, true acceptance.

Wear You Support highlights Reitmans’ core values: inclusivity, diversity and authenticity. The campaign showcases women who celebrate body, cultural and sexual orientation diversity. The message: When women love themselves and support each other, they can accomplish anything. 

The seven personalities chosen are: 

➔ coach and athlete Louise Green, known for her Big Fit Girl movement  

➔ novelist and two-time Giller Prize winner Esi Edugyan 

➔ Cowichan entrepreneur Arianna Lauren 

➔ singer and vocal advocate for LGBTQ+ communities Jully Black 

➔ Quebec pop singer Ariane Moffatt 

➔ Paralympic snowboarder Michelle Salt 

➔ “Queen of the North” Brooke Lynn Hytes, the first Canadian drag queen to participate in RuPaul’s Drag Race

Each ambassador designed a T-shirt that speaks to her voice, values and singular vision of diversity. Reitmans is giving $10,000 to each charity chosen by the seven ambassadors.

The launch is supported by an integrated and tactical 360° marketing campaign across various channels, from in-store signage, podcasts, and owned and paid media to out-of-home, social media extensions, and organic content rallying the #ReitmansReallyYou community. Each channel drives consumers to a podcast interview with one of the seven women, hosted by Chris Bergeron, Vice-President, Experience and Content, at Cossette. The ambassadors share their stories, explain their design concept and discuss the charity they are supporting.