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Strand Partners with Inspiring Women for Mother’s Day Campaign

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By Published On: April 10, 20240 Comments

“A bag isn’t going to change the world, but the woman carrying it can.”

Australian bag store Strand has announced a collaboration with Australian soccer star Cortnee Vine in its latest campaign, ‘By Her Side’.

Strand’s new campaign will extend out to May 12th, celebrating and bringing to life stories of many Strand muses, mentors and mums to celebrate Mother’s Day.

“A bag isn’t going to change the world, but the woman carrying it can,”  says Strand CEO Felicity McGahan. “Behind the person carrying the bag lies a common bond- often unsung heroes embodying resilience, momentum and determination. Strand wants to stand ‘By Her Side’, celebrating the remarkable woman everywhere throughout all of her life journeys and adventures.”

Cortnee Vine is an international Australian soccer star who shot to fame when she joined Sydney FC. She garnered a huge international audience after being picked for the Matildas squad for the 2023 FIFA Women’s World Cup, famously winning the penalty kick in a 7-6 shootout win over France, taking Australia into the semifinals of the competition.

Cortnee is joined by Nadine Bush, age-positive ambassador and model; Emma Kate Boyd, a model and young arts ambassador; Sam Harris, a first nations model and spokesperson; and Helena Vestergaard, model and entrepreneur. Content featuring these brand ambassadors will be unveiled throughout the campaign period.

Cortnee Vine shares her enthusiasm for the collaboration, stating, “Strand is a right of passage when you first start traveling,” she said. “I was thrilled to be asked to appear in their campaign alongside some other amazing women. I’m traveling so much with our National Team right now, and you often take great luggage for granted. Strand delivers on both sides for me – practical and fun.”

“This season, we are celebrating the woman behind the bag, as she makes her way in the world,” writes Strand about the campaign. The campaign approach is elevated, simple, stripped back, with a monochromatic look and feel that focuses on the women featured, highlighting their remarkable stories and achievements. Strand says the essence of its brand is about empowering the customer and promoting a confidence, optimism, and authenticity while embodying a ‘going places’ outlook.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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