Sweaty Betty has launched Born for the Storm, an autumn campaign that reframes the language long used to typecast women, icy, stormy, unpredictable, as something to celebrate rather than shrink from. The idea centres on women who keep moving whatever the conditions, and, conveniently, on the outerwear built for exactly that.
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The campaign is running across film, print, digital, retail, social, CRM, out-of-home and PR, giving it broad reach ahead of the key autumn/winter selling season. At its heart is a clear product play: it heroes Nimbus, the brand's signature puffer, which now carries UK design registration, alongside Motion, a lightweight waterproof parka.
Brand president Melissa Mullen framed the platform as celebrating women who show up and get on with it "whether that's in the forecast or in life."
Born for the Storm launches on 2 September, with the AW outerwear range available online and in store now.
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