Melbourne’s Chapel Street Precinct wants women to feel confident in their life choices in International Women’s Day campaign
Melbourne’s Chapel Street shopping precinct marked International Women’s Day with a campaign that shows women “being unapologetic with their life choices”.
The campaign consists of four spots that show women receiving Botox, getting unusual hair styles, indulging in food and a night out with their friends.
Chapel Street Precinct Association general manager, Chrissie Maus, said that the campaign reflects the idea that there is no room for outdated attitudes against women’s choices.
“Women have been made to feel embarrassed by their life choices and bodies for centuries, there’s no room for that outdated way of thinking in Chapel Street Precinct,” Maus said.
“We have flipped the narrative – if laser or Botox makes you feel good about yourself, then that’s all that matters. We have seen record amounts of businesses opening in the beauty, health and fitness sector and despite the global retail economy, this sector has had continual growth and shows no signs of slowing down.”
The campaign was motivated by a 5% increase in new beauty, health and fitness businesses opening in the Chapel Street Precinct over the past six months.
Chief executive officer at City of Stonnington, Jacqui Weatherill, said: “The Chapel Street Precinct is a driving force for Melbourne’s hospitality, fashion and retail industries with many businesses run by women for women. I’m excited to support the Chapel Street Precinct Association’s campaign for International Women’s Day.”
