Chico’s has launched its #HowBoldAreYou campaign, which seeks to celebrate women, their unique life experiences, and the authenticity and joy that comes with age.

The campaign has been launched in connection with Chico’s first full season of updated product styles and silhouettes under Chico’s brand president, Diane Ellis. The #HowBoldAreYou campaign is part of an overall refresh by the Chico’s brand to refine its messaging, experience and products.

Chico’s has refined its product assortment based on customer feedback. As part of the campaign, conceptualized by The&Partnership, the brand has designed T-shirts emblazoned with a number that reflects the wearer’s age and will encourage her to post it on her social channels, with the goal of inspiring women everywhere to join together in growing both bolder and older.