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TONI&GUYs First Australian Campaign Face Hails From Adelaide

The desire to be whoever you want to be is the inspiration behind TONI&GUY’s new campaign, with the brand supporting the notion that only you can define yourself. The new Australian campaign has taken in to consideration recent Pew Research*, which found only 40 percent of “millennials” identify with the term or consider themselves a part of the millennial generation, shunning the label and the stereotypical box it puts them in.

While a report of Generation Z’s attitudes toward gender and sexuality by The Innovation Group found** fifty-six percent of 13-to-20-year-olds said that they knew someone who went by gender neutral pronouns such as “they,” “them,” or “ze,” compared to 43 percent of people aged 28 to 34 years old, with over a third of Gen Z respondents also strongly agreeing that gender did not define a person as much as it used to.

For the first time the brand has recruited an Australian model to front the campaign, 20-year-old South Australian, Gemma Cowling.

“There is nothing more important than expressing who you truly are, working with TONI&GUY on the You Define You campaign has been really empowering. I think it’s so impressive that TONI&GUY have embraced the diversity of modern women with the You Define You campaign. I hope everyone feels as confident as I did rocking these three looks,” says Gemma Cowling.

One of the industry’s newest faces, Gemma’s career has taken off since being discovered in 2016. Debuting on the runway that same year at the Adelaide Fashion Festival, Gemma’s success has skyrocketed into 2017, relocating to Sydney to increase her modelling opportunities. The move has seen Gemma walk at both VAMFF and MBFWA for some of Australia’s most acclaimed designers including Christopher Esber.

“At TONI&GUY we believe nothing should get in the way of you defining yourself, your way. Gemma embodies that confidence and we are excited to be launching this campaign with a local Australian model to showcase the versatility of our products,” says Anshika Grover, Marketing Manager, TONI&GUY.

The new You Define You campaign sees Gemma embracing three different looks, created with TONI&GUY products: The Chic You, a half up, half down style; The Slick You, with a sleek, dramatic centre parting; and The Glam You, a wavy faux undercut.

FOLLOW: @toniandguyproducts_au and @iamgemmacowling for more to come.

*Pew Research Survey, Feb 14-23, 2014 ** J. Walter Thompson Intelligence – Study of youth attitudes toward gender.

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