The Athena Woman

New collection supports vulnerable women

News

New collection supports vulnerable women

London – Bethany Williams' Women of Change collection was produced in collaboration with female prisoners.

Fashion : Design : Retail

Underarm hair increasingly considered less of a stigma by Millennials

Big Ideas

Underarm hair increasingly considered less of a stigma by Millennials

Global – Almost one in four young women do not shave their underarms, according to research by Mintel.

Beauty : Advertising : Wellness

Big Ideas

Safety first

Boston – Safr is a new ride-share service focused on women’s safety and empowerment.

Sharing Economy : Civic Brands : Transport

Athena athletes

News

Athena athletes

Middle East – Nike continues to be a driver of change in the Arab world with its new advertising campaign that focuses on female athletes.

Nike : Middle East : The Athena Woman

Big Ideas

A new flow

New York – My Flo enables women to optimise their routine by synchronising their activities with their menstrual cycle.

MyFlo App : Functional Nutrition : Menstruation

Post-pharmacy brands

Micro Trends

Post-pharmacy brands

New supplement brands are reconsidering everything from branding to transparency, and whether being stocked in pharmacies is necessary.

Vitamins : Soft Aid : Wellness

Smells like teen spirit

News

Smells like teen spirit

Global – Harley Weir captures five women who define the complex characteristics of Chanel No 5.

Chanel : Anti-authenticity Marketing : The Fifth Sense

Luxury Network Evening 2016: Pia Stanchina

News

Luxury Network Evening 2016: Pia Stanchina

London – Luxury brands need to adopt a Silicon Valley-style mentality in order to resonate with today’s luxurians, according to industry expert Pia...

Pia Stanchina : Anti-authenticity Marketing : Future Girl Corp

News

Female futures

London – Wah London founder Sharmadean Reid MBE has created a one-day workshop event for aspiring female CEOs.

The Athena Woman : Entrepreneurs : Sharmadean Reid

Wellness for women

News

Wellness for women

US – Love Wellness is a line of feminine wellness products that destigmatises vaginal health.

Love Wellness : The Athena Woman : Health & Wellness

Co-working wardrobe

News

Co-working wardrobe

San Francisco – Womenswear brand Argent has begun selling products at co-working space WeWork.

The Athena Woman : Argent : WeWork

Looking like a lady

News

Looking like a lady

Global – H&M’s new advertising campaign celebrates femininity in all its guises.

The Athena Woman : H&M : She's A Lady

Female finances

Big Ideas

Female finances

US – Ellevest is a new digital assets platform tailored specifically for female investors.

Ellevest : The Athena Woman : Sallie Krawcheck

Lonely lingerie

News

Lonely lingerie

New York – Positive body image is at the forefront of Lena Dunham’s new ad campaign for lingerie brand Lonely.

Lonely : Lena Dunham : The Athena Woman

The grace of God

News

The grace of God

US – A new campaign by Nike celebrates 86-year-old Sister Madonna Buder, a record-breaking triathlete and Catholic nun.

Nike : Wieden + Kennedy : The Flat Age Society

The Learning Economy

Macro Trends

The Learning Economy

Education has changed from an early-life to a life-long activity, but traditional institutions have failed to keep up with consumers. Bra...

Brand Educators : Lifelong Learning : Immortal Brand

News

A bad sport

UK – Dove has launched a platform that enables people to respond to sexist comments about female athletes.

Backlash Brands : Brandstanding : Dove

Olympian self-quant

News

Olympian self-quant

Boston – The Whoop wearable system is bringing its high-level self-quantification capabilities designed for athletes to the wider market.

Whoop : Optimised Self : Wearable Tech

Science sisters

News

Science sisters

US – A new campaign by Microsoft and McCann is encouraging young girls to pursue careers in science, technology, engineering and maths.

Microsoft : Generation I : Women In Science

News

Mamma media

Barcelona – The Mother Journal uses personal storytelling and fresh art direction to cast motherhood in a contemporary light.

Magazines : Motherhood : The Athena Woman

News

Freeze frame

London – Design consultancy The Liminal Space has hatched Timeless, a fictitious beauty brand for women who want to freeze their eggs.

Timeless : The Liminal Space : Egg Freezing

Getting creative

News

Getting creative

Global – Adidas is celebrating the creativity of female athletes as part of its I’m Here To Create campaign.

Adidas : The Athena Woman : I Am Here To Create

News

Up and running

London – Adidas has launched a shoe that takes the specific needs of female runners into consideration.

Body Temples : The Athena Woman : Adidas

Beauty and the bush

News

Beauty and the bush

New York – Haircare range Fur is capitalising on the buzz around female body hair.

Bush Babes : Beauty And Wellness : Haircare

Big Ideas

Female voices

US – Video-sharing site Vimeo is taking aim at the gender gap in Hollywood.

Vimeo : The Athena Woman : Brandstanding

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