New podcast, Carolina Herrera Presents: Walk Tall, and coaching programme; the Carolina Herrera Career Collective aim to inspire confidence in women
London, 25th August 2022: Carolina Herrera supported by leading creative agency Impero, today announce the launch of the brand’s new female empowerment initiatives: a podcast, and a career coaching collective.
In line with the Carolina Herrera’s spirit and philosophy of female empowerment, Carolina Herrera’s Walk Tall initiative aims to enable a new generation of women to reach their full potential in the workplace and give them the confidence to pursue success on their own terms.
Impero was tasked with identifying how to effectively interact with women’s issues, going beyond symbolic campaigns with no relevancy to the experience of real women and girls today.
Using Carolina Herrera’s compelling story around female empowerment, Impero and the brand targetted ‘Go-Getters’ as a key audience that embodies the key aspirational values and attitudes of the Good Girl brand and decided on career autonomy as a cultural theme to engage this group.
Talent and culture agency, Attachment were tasked with sourcing talent that could speak authentically to the identified “Go Getter” audience that gave practical advice and lessons from their own successful careers across the world of sport, fashion and wellness all of which were central to the talent led “Walk Tall” idea.
The Walk Tall Podcast, is a 5-part career podcast, hosted by bestselling author and content creator, Toni Tone, with guest speakers including Olympic hero Katarina Johnson-Thompson and wellness legend Poppy Jamie. It will share tips, tools, and takeaways for defining success on your own terms and help you find the confidence to ‘Walk Tall’.
The Carolina Herrera Career Collective, created in partnership with She Almighty, is a 12-month London-based coaching platform designed to kick-start the careers of ten women at the beginning of their journey. The programme will support them with improving confidence, finding the right path and creating a community of like-minded women along the way.
Celine Gilg, Managing Director, Puig UK said: “I am so excited to see this project in the world, supporting young women as it’s a cause that’s particularly close to my heart so it means a lot to be able to bring it to life through the shared values of Carolina Herrera. It’s equally important to me that our contribution is not performative and thanks to the Carolina Herrera Career Collective we’re physically able to give back to the next generation of our consumers.”
Charlotte Wilcocks, Head of Strategy at Impero, said: “We felt that this would be an amazing opportunity for Carolina Herrera to rise above some of the noise targeted at women and create something with purpose, action and solutions at its heart -creating something that truly adds value. In doing so we’re able to expose a whole new generation of women to the world of Carolina, future proofing the brand and making them highly relevant to young women today in the UK”
Victoria Browning, Campaign Director at Attachment, said: Being a part of a campaign narrative that has a clear purpose, helping young aspiring females as they venture into the workplace is something that we are proud to bring to life through authentic talent procurement. We’ve brought together a truly aspiring line up of credible British entrepreneurs, leaders and creatives to drive Carolina Herrera’s initiative and help shape the next generation in their career journey.’
Episodes will be released weekly from 1st September and will be available across all major podcast streaming platforms including Apple, Spotify, and Amazon Music. The fifth episode is set to be a live recording and wrap party to celebrate the season finale.
The coaching programme is open for applications from 30th August to 14th October 2022.