Finnish Retailer Stockmann Changes Name to Stockwomann to Support Gender Equality

Finland’s biggest department store, Stockmann, changed its name to Stockwomann to support equality. The campaign that started on International Women’s Day is an ode to bold and stylish women with a goal of encouraging women to disregard external opinions and restricting style norms.

“Stockwomann is a celebration of gorgeous women, that we have had the pleasure to serve for over 150 years”, says Maiju Niskanen, Director of Store Operations at Stockmann. Following the ways led by campaigns such as Fearless girl, Always’ #LikeAGirl and the most recent Johnnie Walker’s Jane Walker, Stockwomann walks the talk for a more equal and accepting society.

Stockwomann campaign has been carried out by TBWA\Helsinki, the most internationally awarded advertising agency in Finland. TBWA is known for its disruptive ways and work that takes a stand on social issues. Stockwomann rides the wave of current discussion on equality and women’s rights.

“As gender equality and diversity continue to be at the forefront of the conversation, Stockwomann campaign hits the nail in the head in this conscious cultural climate”, Laura Paikkari, Creative Director at TBWA\Helsinki, said in a statement.

“The diverse portrayal of women in the campaign speaks for the modern woman. It’s this kind of bold and unapologetic work that disrupts the stereotypes linked to gender in advertising”, Paikkari adds.

Stockwomann brand film, directed by an upcoming Scandinavian director Viivi Huuska, is a bold new look for the department store. The campaign’s leading stars, Stockwomenn, come in all ages, sizes and backgrounds. Stockwomann stands for every woman’s right to be seen and heard as themselves and the campaign serves as an inspiration for women to express their own style. The campaign will be visible in all 

Stockmann department stores in Finland and in the Baltics for the next two months.