Barbie and Rue des Mille launch “Just As You Are” campaign and jewellery line

Ahead of BLE, Barbie has debuted a new parter in Italian jewellery brand Rue des Mille.

Barbie’s can-do spirit, which exhorts girls to believe “You Can Be Anything”, is at the heart of the new jewellery line’s “Just As You Are” campaign, which stars real women living authentic lives.

Rue Des Mille’s aim is to tell stories through its collections, “transforming dreams into elegant, fun and versatile accessories”. Designed for adults, the special-edition Rue des Mille for Barbie collection will be distributed online and in concessions across Italy, from this week.

The collection is comprised of 10 fashion-forward pieces inspired by Barbie, including hoops, a chunky link bracelet, a velvet choker, rings, and more.

The campaign is fronted by Italian dancer Giulia Stabile, whose unique personality and dance moves have dazzled on TV shows and marked her out as a rising star.

“Barbie is more than an icon; it is also a brand with which we share visions and values,” says Federica Pieroni, Marketing Director of Rue des Mille. “Our jewels have always tried to illuminate the modern women who make their dreams reality, without ever forgetting their style and identity.”

“I am thrilled to announce the partnership with Rue des Mille,” says Andrea Ziella, Head of Marketing & Digital at Mattel Italia. “Since her debut in 1959, Barbie has become an international icon and muse.  Today, Barbie is the world’s number-one fashion doll and continues to spark imaginations and influence conversations. From female firsts to famous collaborations, Barbie is a reflection of the times – a snapshot of pop culture. Our new partnership encourages imagination and creativity and we are proud of this collection which allows fans to express themselves also through fashion.”

 

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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