One of the most iconic names on the British high street is set for a makeover in a month-long celebration of girls.
The rebrand is part of the store’s September campaign, ‘Let’s Hear it for the Girls’.
Harvey Nichols will be known as Holly Nichols throughout the course of the month, replacing the ‘Harvey’ of its illuminated store sign with the new title, changed the URL of its website, edited its social media presence and produced rebranded shopping bags, signage and in-store branding.
Let’s hear it for the girls 🙌 For one month only, we wave goodbye to Harvey Nichols and say hello to Holly Nichols to support female empowerment and to celebrate #HNKnightsbridge’s new First Floor. – https://t.co/ONkDBGSHA6#HelloHollyNichols 👋 pic.twitter.com/x9IvAsrLYV
— Harvey Nichols (@HarveyNichols) September 4, 2018
The campaign intends to highlight the company’s commitment to championing female equality.
Further activity planned includes trunk shows, launches, brand parties and ‘inspirational talks from admirable women’.
The pavement outside its flagship London, Knightsbridge store has also been stamped with quotes from female leaders such as Hillary Clinton, Coco Chanel and Emmeline Pankhurst.
Deb Bee, group marketing and creative director Harvey Nichols, said on the rebrand: “We are incredibly excited to unveil our Holly Nichols campaign – a month of events celebrating women, those who have inspired us in the past, and those that continue to do so today,”
A number of brands have recently come under fire for similar styles of campaigns.
Iconic Scotch whisky, Johnnie Walker recently changed its name to Jane Walker for a brief period – a move which was labeled by patronising by some.
Pepsi recently proposed ‘female doritos’ which was met with a furious backlash on Twitter.
However, Harvey Nichols stated that they have a long history of supporting women, adding that the company currently has seven women sat on its board.
Despite that, the marketing move is drawing a mixed reaction.
This really does nothing to support female empowerment. This is a corporation seeing a PR opportunity and very clumsily trying to join a movement… how did this get signed off 😂
— Georgia Whone (@georgiawhone) September 4, 2018
How is ‘for one month only’ supporting female empowerment? What you’re actually saying is equality is finite. This stinks.
— Sb (@sarahspoon) September 4, 2018