Absent from the advertising world for 20 years, Jennyfer, french fashion brand, is making a come-back with an integrated campaign as cheeky as it is daring : #DontCallMeJennyfer, launched nationally from May 8. Assisted by Buzzman, the brand unveils its new positioning of inclusion, affirming its promise to be a brand for everyone, throwing stereotypes out of the window. A strong promise fully valued by the brand, which goes as far changing its own name, including on the windows of its stores. Jennyfer is getting with the times, questioning the unwritten rules of fashion stereotypes and diktats. The brand now puts a more comprehensive and inclusive offer at the heart of its positioning, addressing all styles and personalities. Well aware of its poor public image that has often been associated with unflattering labels and stereotypes of girls (think “bimbos”, “weirdos”, “childish”), Jennyfer has flipped the script. In an aesthetic urban setting, the film portrays today’s young women with strong and assertive clothing choices. Jennyfer encourages them to show that same assertiveness in the face of the labels that society is so quick to give them. Don’t call them “bimbos” or “weirdos” ! Jennyfer encourages women to be liberated and to assert their personalities without worrying about the caricatures and generalizations that some people may brand them with. With the hashtag #DontCallMeJennyfer, the brand positioning encourages us to look beyond often misleading appearances. Embrace what makes you different: forget about the clichés #ZeroTag* (*No Labels). To initiate this launch, two phases of teasing around the brand were set up to open the debate around its own image. First of all, on May 5th, through the internet with more than a hundred influencers relaying the #ZeroEtiquette. Then, with an in-store action on May 6, in which about twenty Jennyfer showcases were deliberately tagged with the brand’s stereotypes. The reveal, containing a web film and a vast poster campaign, has been unveiled since May 8, this time encouraging the consumers to break free from their own labels.