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Our New STORY is…F Word!

What could F Stand for? STORY is igniting a conversation around modern feminism

Fact: Today our girls grow up believing they can fight injustice, find cures, have a family when they’re ready – and most definitely lead the free world. We want to know: Why don’t more of our girls want to grow up and become feminists? This March we’re throwing out everything you thought you knew about what it means to be a feminist today and exploring the zeitgeist around the movement.

It’s time to take a stand for the #FWord + feminists everywhere.

To help us get the F Word out, we’ve joined forces with influential and inspiring women who have taken a personal stand for #GenderEquality and empowerment through action – take designer Diane von Furstenberg who launched the DVF Awards to honor fearless women, or supermodel and designer Ashley Graham who has become a beautifully outspoken voice for body confidence. Or how about how Tory Burch is backing promising female entrepreneurs with the Tory Burch Foundation? The aim: to create a fresh context to discover the ‘who’ and ‘ what’ of feminism and show how women and men are uniting to make the F Word stand for something personal from film and fashion statements to finance and family.

As for what’s in-store? For starters we’ve collaborated with Brooklyn artist Samantha Hahn who lends her ethereal watercolors to our space – because a picture is worth a thousand F-Words. We’ll also be dropping the #FWord all month long with items that express the range of ways that feminists are relating to the term; from do-goods from fair trade brands like Rose and Fitzgerald, Soko, and Future Glory to items from brands like Jewelbots and Technology Will Save Us that aim to inspire the next generation of girls to get with the tech program. We’ve sussed out essentials for new moms and dads from Hatch Collection and Diaper Dudes, while spotlighting how designers like Project Gravitas‘ founder Lisa Sun and Prink Shop‘s Pamela Bell are helping women wear their confidence and much more on their sleeve.

With so many good F Words flying around, it felt natural to invite the women who are changing the conversation around feminism to talk about what it all means. You’ll be able to watch videos from AOL’s Makers series – and create your own, check out how SheKnows is casting the spotlight on feminists with an F-Word focused film fest, and best of all – join us for a number of in-store discussions with female luminaries (check those out here). Feminism: it’s your new favorite F-Word.

F-Word STORY will be open from March 8th through March 27th.