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Reitmans begins fall campaign

Montreal-based women's apparel chain Reitmans has begun a fall campaign called "Really You. Reitmans." According to the company, the campaign takes as its theme the concepts of inclusivity, diversity and authenticity, and seeks to convey that "each and every woman is inspiring just as she is."

The campaign, developed by Tux Creative of Montreal, includes in-store signage, advertising, social media content and influencer activities. The creative makes use of diptychs featuring the image of a woman on one side and that of a product on the other. The effort also includes four online videos.

"Our objective was to elevate Reitmans' aesthetic but stay true to their brand vision and values," said Dominic Tremblay, chief of vision at Tux. "To capture authenticity and spark real moments, we created a recognizable narrative and follow a group of women into their journey, from grabbing a coffee, to waiting for the bus, to coming back home. To make it real, it was essential for us to go with non-traditional models and keep a simple attitude with natural make-up, hair styling, and outfit selections which reflect the brand priorities by embracing the model's silhouette and expressing her identity.''

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