Claire’s Introduces Gen Z-Alpha platform The Collab

​As part of the wider trend for involving a label’s community in its output, budget accessories brand Claire’s has unveiled The Collab globally, “a year -long celebration of the influence and creativity of Gen Z-Alpha”.

Spring sees the kick-off with “a fresh product line and a powerful new platform featuring a dynamic team of passionate young visionaries as Claire’s continues to elevate the voices of Gen Z and Gen Alpha”.

The company said it’s “more than an advertising campaign, it is a celebration and re-imagination of what a brand platform can be, inviting the Claire’s community and members of Gen Z-Alpha worldwide to share their stories, diverse talents and unique perspectives through ongoing content and social dialogue”.

It added that it’s also a “bold evolution of Claire’s desire to empower its consumers and invite them into the centre of the brand to highlight their voices, talents and creative expression for all to experience”.

At launch, the new platform features “a special group” of Gen Z-Alphas for spring and will “continue to grow and become more dynamic with new faces throughout the year”.

These young people will influence the creative direction across content, communications and activations – “from in-store experiences to events to content co-created from both in front of and behind the camera”.

It’s an approach being taken by fashion brands across the price spectrum with Coach’s eco-focused Coachtopia launch, for instance, also having leaned heavily on the brand’s community both during its development and in its launch and ongoing marketing.

Claire’s said that “inspired by the brand’s anthem ‘Be the Most’, The Collab is [our] invitation to Gen Z-Alpha to take centre stage as the most diverse, savvy and empathetic generation yet, while motivating others through their own interests and passions”.

Included here is “a unique span of young talent” such as seven-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”; 15-year-old Ashlyn So, a fashion designer named one of top three to watch by Vogue Hong Kong; Maggie Sophie Brown, co-founder of the Pad Project and producer of an Academy Award-winning documentary; Ariana Feygin, a viral chef; 17-year-old Kaylee Foxhoven, “a state youth soccer superstar”; and 12-year-old Junior Gutierrez, a skateboarder who was also previously featured in Claire’s and V Magazine’s premiere issue of MINI V. 

Claire’s EVP and Chief Marketing Officer Kristin Patrick said: “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.”