Gone are the days when the definition of femininity was limited to pretty in pink; George at Asda is rejecting the butter wouldn’t melt, old school style picture-perfect femininity you might see in Mother’s Day cards in favour of a new, broader definition. In its new campaign from CPB London, the retailer defines femininity as whatever makes you feel ‘FENOMENAL’.

The campaign which launched on International Women's Day (8th March) challenges stereotypes and aims to broaden the definition of femininity to one that real women can relate to. Rejecting the messages that women constantly hear, where they are pulled in every which direction with regards to how they should look, feel or behave, George at Asda empower their customers with the takeaway line: “You decide what femininity looks like.”

In a bold, upbeat film, the retailer spotlights five different people and their versions of femininity and what it means to them. Answers include; bold, unapologetic, powerful and soft, showing that the concept embodies a scope of different things to different people. The campaign from CPB celebrates everyone, aiming to reach people who feel empowered by fashion and femininity in all its forms.

The campaign combines ‘phenomenal’ and ‘feminine’ to create the ‘FENOMENAL’ concept; a fun, memorable play on words. 

The digital first campaign sees the hero film accompanied by five different 6 second cuts of the video for social, each spotlighting a different person, Angel Ellie Fatumina Imogen and Jamie - showing their relationship with femininity and their unique style.

The campaign aims to empower audiences and give a boost of self-confidence, showing that individuals can decide what femininity looks like for themselves and how George at Asda helps to facilitate this through fashion.