Claire's known for its trendy accessories and jewelry has recently launched a new initiative titled The Collab, a year-long celebration of the influence and creativity of the younger generations, specifically Gen Z and Gen Alpha, dubbed 'Gen Zalpha'.
The launch of The Collab coincides with the introduction of Claire's spring collection, which showcases all-new styles and products. The platform will continuously evolve throughout the year, adding new faces and becoming more dynamic with each season.
Inspired by the brand's anthem "Be the Most", The Collab is Claire's invitation to Gen Zalpha to take centre stage as the most diverse, savvy and empathetic generation yet, while motivating others through their own interests and passions.
The Collab aims to elevate the voices of these generations by inviting them to share their stories, diverse talents, and unique perspectives through ongoing content and social dialogue. Claire's is turning the brand over to the younger generation and letting their talents shine, Claire's aims to serve as a platform for them to share their hopes, dreams, passions, and accomplishments with a global audience.
"Everything we do at Claire's is in service to our consumers," said Kristin Patrick, EVP and Chief Marketing Officer of Claire's. "In an effort to turn the brand over to them and let their many talents shine, we created The Collab to serve as a platform for them to share their hopes, dreams, passions and accomplishments with our global audience. Claire's empowers every generation to be the most expressions of themselves, and The Collab is a way to recognise them for all that they are and want to be."
Among the notable young talents featured in The Collab are 7-year-old Ayla Palmer, creator and designer of the "AY" fashion line; 13-year-old Caro Hecks, a multi-talented drummer, surfer, ballerina, and singer; and 15-year-old Ashlyn So, a fashion designer who was recently named one of the top three designers to watch by Vogue Hong Kong.
Over the course of the year, The Collab's cast will be an expanding, expressive force with a creative hand in the brand - styling its shoots, creating content, hosting events, and sharing their stories to motivate others to do the same. For example, the dress worn by Ashlyn in the photoshoot is her own design, Maggie was behind the camera contributing to the behind-the-scenes photography and film while teen Otis Matlins helped style the cast.
