HOLIDAY BEAUTY CALENDAR
Hudson’s Bay Company
25 Beautiful Days (2021)
Overview
My team collaborated with Lesley Hampton, an Anishinaabe artist whose message of authentic awareness, mental health, and body positivity inspired The Bay to design its first beauty calendar.
Considering the founding history of The Hudson’s Bay Company, I took great pride in leading the messaging for the project, ensuring that sincerity and authenticity were at the forefront of all communications.
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25 Beautiful Days serves as a blank canvas for artists to express their stories and ideas, and for beauty lovers to discover one beautiful moment after another. Hudson’s Bay is proud to amplify the voices of BIPOC artists in Canada. With the sale of each advent calendar, 10% of net proceeds will be donated to Indspire through Hudson’s Bay Foundation.
Lesley Hampton (she/her) is an Anishinaabe artist and fashion designer focused on mental health awareness, body positivity and authentic representation in fashion and media. Lesley is a member of Temagami First Nation.
“Mino Bimaadiziwin is Anishinaabemowin and means ‘the good life.’ It is an Ojibway philosophy for living in balance: physically, mentally, emotionally and spiritually. I hope 25 Beautiful Days encourages you to live the good life and discover beauty each and every day.”
Niizhtana Shi Naanan is Anishinaabemowin and means twenty-five.
25 Days of Colour (2022)
Overview
After the success of the first Beauty Calendar, we launched a second box inspired by the colours of the traditional Hudson’s Bay Stripes. My team focused on creating an overall luxury experience, with a simple and elevated tone in both the design and the copy. The aspirational copy paints a picture of the beautiful colour that results from refracted light. So too do our true colours come out when we allow ourselves to shine. This inner shining light was at the forefront of our communications, encouraging customers to spend the holiday season nourishing their inner beauty as much as their outer beauty.
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Colour is nothing without a unique beam of light to reveal it. Yes, we mean you. You’re that light. Here’s to celebrating your shine and all you illuminate with 25 days of luxe surprises, from your new favourite lip to a signature scent to that dream serum. Spoiler alert: they’re all inside. Get ready to shine bright.