Bloomingdale’s wants to send girls back to school with a positive message in mind.
The department store chain chose Aug. 22-26, for events and activations underscoring the importance of confidence, kindness, and inclusion. Girls bully other girls differently than the way boys bully boys, Kind Campaign noted on its Web site. While the latter can be aggressively physical, girls exhibit classic mean behavior such as spreading rumors or gossip, ostracizing, telling secrets and sending nasty e-mails and text messages, according to a 2018 Women’s Wear Daily report.
Bloomingdale’s, which has a long-standing tradition of philanthropy, has supported organizations such as the Breast Cancer Research Foundation and the Child Mind Institute in the past. Its latest partnership with Kind Campaign, the country’s foremost organization working to end girl-against-girl bullying, is part of the retailer’s biannual Fashionable Fundraiser, according to a 2018 Women’s Wear Daily report.
Image via Bloomingdale’s
“We get behind causes that are important to our communities and our customers,” said Frank Berman, Bloomingdale’s executive vice president and chief marketing officer, to Women’s Wear Daily in a 2018 report.
“Fashionable Fundraiser was created to drive awareness, conversation and support surrounding universal topics, and anti-bullying is a powerful issue affecting many of our friends and neighbors.”
Along with the events and activations, Bloomingdales will also be launching A capsule collection of T-shirts, including women’s styles designed by Girl Dangerous, a brand that celebrates female empowerment, and men’s and kids’ T-shirts by Kid Dangerous, will be sold with 10 percent of sales benefitting Kind Campaign, which in 2009 was launched by Lauren Paul and Molly Thompson. The eight shirts, priced from $28 to $39, feature messages such as “Find Your Kind,” “Kind Campaign,” “Cool to Be Kind” and “Kindness is Magic,” according to a 2018 Women’s Wear Daily report.