Free People MovementFree To Be
She the people are fucking exhausted. Whether it’s working out, overtime, or against the patriarchy, women are spent. Yeah, activity and activism are necessary - but so is R+R. That’s why Free People Movement is reminding women they are free to be. Free to be still, free to be exhausted, free to be furious, free to be drop dead done.
Reforming Rest
We’re opening our first ever fitness studio: “Free To Move.” Shoppers can book what they think is a reformer pilates class, but upon arrival will realize they signed up for 60 minutes of R+R. On the restformer, our instructors will remind you through guided meditations that you are free to be.
Pink Noise Playlist
Pink noise is prime for REM and relaxation, and pink is 100% our color. If you liked the music you heard in “class,” our Free To Sleep pink noise playlist is available zzz to on Spotify.
Free To Be Zones
Our signature pink is going to pop up as plush loveseats all around high-energy cities to catch the tired eyes of on-the-go girlies.
THE BE STILL CHALLENGE FP MOVEMENT X ŌURA RING
An accessory that encourages sleep and a balanced lifestyle is the perfect finisher to our fit. ŌURA Ring bearers who participate in the “Be Still Challenge” will unlock FP Movement discounts.
Merchandising Rebrand
To show that our activewear functions equally in stillness, FP Movement mannequins will reconfigure to be collapsed from fatigue – outfitted and worn out!
GRWM Parody
In scrollable shorts, FP Movement ambassadors will film get ready with me’s with a tired twist. Adorned head-to-toe in FP Movement activewear, their days of doing nothing will contrast with the peppy voice overs of productivity junkies.
Art Director: Emily Sinnett
Copywriter: Kali Kugler (take a guess)