Over the last couple of years we’ve seen brands replacing models with everyday women in their campaigns and on the runway. Is it possible that highlighting a larger representation of women to showcase style may actually be evolving from a trend to a real change in the industry? Based on The Limited’s fall campaign “The New Look of Leadership,” which launched yesterday, it looks promising.

For its new campaign, The Limited is celebrating the many faces of leadership seen today by replacing models with more than 60 women who are dominating in their industries. The new campaign images will be featured across all of the brand’s client touchpoints, including direct marketing, digital and social media.

“This campaign is the first step in The Limited’s new brand platform, inspiring women to Lead an Unlimited Life and fearlessly follow their dreams,” explains the company press release. “As part of an ongoing commitment to foster a more progressive style of leadership, ‘The New Look of Leadership’ redefines what it means to be a leader today, and honors women who stand out, speak up and push boundaries in their everyday lives.”


The women selected to appear in the campaign represent a variety of industries including professionals in business, education, government, healthcare, technology, and entertainment. Among the women included are: Tiffany Dufu, Chief Leadership Officer of Levo; Gabrielle Bernstein, motivational speaker, life coach and author; Natalia Oberti Noguera, founder of Pipeline Angels and Pipeline Fellowship; Cyndie Spiegel, business strategy coach; and Sarah Ashley Schiear, private chef and entertainment expert.

“I’m on the planet to advance women and girls, so saying yes to The Limited was a no brainer,” said Tiffany Dufu, Chief Leadership Officer of Levo. “According to Marian Wright Edelman you can’t be what you can’t see. I’m thrilled to help show women that ‘The New Look of Leadership’ is in the mirror. It’s time for us to redefine and celebrate new models of success.”


As part of the development of its new brand platform, the company is launching two new clothing collections aimed at the professional women, which will be in stores later this month.