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# 无肩带
案例简介：2020，巴西服装品牌Hering在 “自由是基本” 的概念框架内推出了解决女性问题的平台。为了启动这些活动，公司选择了国际妇女节。 该品牌正在推出 # 无肩带运动，这引发了社会和时尚界持续存在的结构性性别歧视问题。 从现在开始，Hering将不再把无肩带的作品称为tomara que caia，这是巴西的传统表达方式，翻译成 “希望它倒下”。此外，该公司将邀请其他品牌和人更加意识到这个问题，并鼓励更广泛的讨论。 # 无肩带启动 由AlmapBBDO为Hering创建的 “自由是基本的” 运动将在一年中包括各种项目和倡议。在数字平台上，Hering将展示侧重于增强妇女权能的特别内容，并将鼓励公众拒绝在我们日常生活中挥之不去的性别歧视言论。 该品牌还将推出 # StraplessTop，这是为该计划创建的独家风格。该商品将于 3 月 8 日在hering.com.br限量版购买。 所有利润都将捐给非政府组织Bem Querer Mulher，这是一个在联合国妇女署支持下创建的项目，旨在帮助打击暴力侵害妇女行为。Hering还邀请每个人通过张贴自己的照片和标签 # StraplessTop来加强运动和互动。 巴西著名女演员马里亚纳 · 希门尼斯在《时尚芭莎》三月特别版的封面上，标签是 # 无肩带。该出版物还承诺停止使用tomara que caia一词。
# 无肩带
案例简介：In 2020, Brazilian clothing brand Hering is launching its platform to address women’s issues, framed within the concept “Freedom is basic.” To kick off these activations, the company has chosen International Women’s Day. The brand is introducing the #Strapless movement, which raises the matter of the structural sexism that persists in society, and in the fashion world as well. From now on, Hering will no longer refer to strapless pieces as tomara que caia, the traditional Brazilian expression that translates to “hope it falls down.” Moreover, the company will invite other brands and people to become more aware of the issue and encourage a broader discussion. #Strapless Launch Created by AlmapBBDO for Hering, the “Freedom is Basic” campaign will include a variety of projects and initiatives over the course of the year. On digital platforms, Hering will present special content focused on women’s empowerment and will encourage the public to reject sexist expressions that linger in our day-to-day. The brand will also launch the #StraplessTop, an exclusive style created for the initiative. The item will be made available for purchase at hering.com.br on March 8th, in a limited edition. All profits will go to the NGO Bem Querer Mulher, a program created with support from UN Women to help fight violence against women. Hering is also inviting everyone to strengthen the movement and interact by posting their own pictures wearing the top, along with the hashtag #StraplessTop. The famous Brazilian actress Mariana Ximenes is on the cover of the special March edition of Harper’s Bazaar with the hashtag #Strapless. The publication has also committed to stop using the term tomara que caia.
#Strapless
案例简介：2020，巴西服装品牌Hering在 “自由是基本” 的概念框架内推出了解决女性问题的平台。为了启动这些活动，公司选择了国际妇女节。 该品牌正在推出 # 无肩带运动，这引发了社会和时尚界持续存在的结构性性别歧视问题。 从现在开始，Hering将不再把无肩带的作品称为tomara que caia，这是巴西的传统表达方式，翻译成 “希望它倒下”。此外，该公司将邀请其他品牌和人更加意识到这个问题，并鼓励更广泛的讨论。 # 无肩带启动 由AlmapBBDO为Hering创建的 “自由是基本的” 运动将在一年中包括各种项目和倡议。在数字平台上，Hering将展示侧重于增强妇女权能的特别内容，并将鼓励公众拒绝在我们日常生活中挥之不去的性别歧视言论。 该品牌还将推出 # StraplessTop，这是为该计划创建的独家风格。该商品将于 3 月 8 日在hering.com.br限量版购买。 所有利润都将捐给非政府组织Bem Querer Mulher，这是一个在联合国妇女署支持下创建的项目，旨在帮助打击暴力侵害妇女行为。Hering还邀请每个人通过张贴自己的照片和标签 # StraplessTop来加强运动和互动。 巴西著名女演员马里亚纳 · 希门尼斯在《时尚芭莎》三月特别版的封面上，标签是 # 无肩带。该出版物还承诺停止使用tomara que caia一词。
#Strapless
案例简介：In 2020, Brazilian clothing brand Hering is launching its platform to address women’s issues, framed within the concept “Freedom is basic.” To kick off these activations, the company has chosen International Women’s Day. The brand is introducing the #Strapless movement, which raises the matter of the structural sexism that persists in society, and in the fashion world as well. From now on, Hering will no longer refer to strapless pieces as tomara que caia, the traditional Brazilian expression that translates to “hope it falls down.” Moreover, the company will invite other brands and people to become more aware of the issue and encourage a broader discussion. #Strapless Launch Created by AlmapBBDO for Hering, the “Freedom is Basic” campaign will include a variety of projects and initiatives over the course of the year. On digital platforms, Hering will present special content focused on women’s empowerment and will encourage the public to reject sexist expressions that linger in our day-to-day. The brand will also launch the #StraplessTop, an exclusive style created for the initiative. The item will be made available for purchase at hering.com.br on March 8th, in a limited edition. All profits will go to the NGO Bem Querer Mulher, a program created with support from UN Women to help fight violence against women. Hering is also inviting everyone to strengthen the movement and interact by posting their own pictures wearing the top, along with the hashtag #StraplessTop. The famous Brazilian actress Mariana Ximenes is on the cover of the special March edition of Harper’s Bazaar with the hashtag #Strapless. The publication has also committed to stop using the term tomara que caia.
# 无肩带
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#Strapless
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