Czech Star Lenny is the new face of Bata
Bata has unveiled its new face for the brand – the popular Czech singer Lenny Filipova. The cooperation with the artist, who is a rising star across Europe, was officially announced during Bata Fashion Weekend in Italy on April 28, 2018.
Bata, which has long supported young developing artists, decided to reach out to Lenny for cooperation. The song called “Enemy” tackles the same topics Bata deals with in its communications; like supporting female empowerment and diversity. For one year Lenny will perform at various Bata events and take an active part in the global campaign “Me & Comfortable With It.”
“Lenny is our perfect match. She’s a young, ambitious woman with a strong personality, who seamlessly fits our international message, ‘Me & Comfortable with It’; a campaign that urges people to embrace their own flaws, specifically in the realm of female empowerment. Moreover, she has an amazing voice and great songs. This is why we proudly chose her to be our international ambassador,” explained Jana Barbati Chadova, Head of Global Marketing at Bata the Brand.
“Me & Comfortable With It” was created last year as a campaign, which aims to reinforce healthy self-confidence and fight against prejudice. The main focus is on women, as it is crucial to remind them that every woman can be beautiful and comfortable with herself in everyday life and every situation. Bata continuously supports women ́s empowerment, as it is still one of the most important global topics.
“I am honoured to be a part of this project. Bata is a company with an unimaginable history – from a small Czech shoemaker to one of the greatest fashion brands in the world. I love the family approach as well as the vision of the company and its continuous tribute to craft. Female empowerment is the main message of this campaign and something I feel strongly about and hopefully I too can contribute with my own craft.
Music has the power to reach out to all parts of the world and our main focus is to tell women everywhere how important it is to be yourselves. Living life on your own terms; taking risks; making mistakes; getting up and starting all over again. No dream is too big. You are your only enemy, the only one holding you back,” added Lenny.
The Bata brand is still changing day to day, expressing an authentic, cheeky and sparkling tone of voice. It has become a part of lifestyle discussions thanks to young new collections, revolutionary technologies and cooperation with young artists – Lenny, young designers from fashion universities or events like Bata Fashion Weekend.
“We are happy to have such a huge talent like Lenny on board. We have big plans with her all around the world. Of course we are happy to announce her as a global ambassador, but the fact that she is Czech, which is also the origin country of Bata, takes the cooperation to the next level,” stated Thomas Archer Bata, Chief Marketing Officer.
The song “Enemy” hit radios worldwide on April 20. Check out the official music video right here:
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