Feb 2021 Roots campaign
Comfort is confidence
Rooted in feeling good
Creative Direction: Patrick Davis
Copy: Rachel Renda
Art Direction: Alicia Churilla
The Story
When designed with comfort in mind and when rooted in confidence, the clothes we wear have the power to transform us and our moods—making it impossible not to feel good in them. Our Roots February campaign will capture the aesthetic of a lookbook detailing effortless versatility and authentic self-assurance as we challenge the narrative of what constitutes a confident look.
In today's cliché world, the only socially accepted "power outfit" consists of a tailored suit or business dress to feel your ultimate best and bring your A-Game. Well, we're changing the narrative—comfort is the gateway to the best versions of yourself, and we want to celebrate that!
Poised in functional staples that form every-day feel-good wear, these moments depict that the confidence and comfort these clothes instill in us, truly is the statement piece that brings any outfit together.
By utilizing the #ComfortIsConfidence hashtag, we prompt our customers to engage and share in a dialogue centered around the two c’s (comfort + confidence) and what that means to them—both in what they wear and how it makes them feel.
