A year ago Knix Founder and CEO, Joanna Griffiths, was in the throws of the most physically and mentally challenging moment of her life. Eight months pregnant and in the midst of an intense fundraising phase, she found herself reflecting on the twin girls she'd soon be bringing into the world.
In pushing the boundaries of her own strength, the notion that women are seldom portrayed as strong suddenly seemed, well, laughable. Having grown up with three brothers and navigated the male-dominated world of business for nearly a decade, she was more than familiar with the distinctive narratives society appoints to men and women.
It starts early, when we tell boys they're big and strong, and tell girls they're pretty. Intent on breaking the barriers of these gender stereotypes with her daughters, she decided to take it a step further and invite all women to step into their strength.
Born out of these moments of fortitude and reflection is Big. Strong. Woman., a project dedicated to celebrating women and subverting gender norms. Launched in the lead-up to International Women's Day, the film — starring Ashley Graham, who serves as Creative Director and narrator — is in keeping with Knix's reputation for shattering taboos and pushing the bounds of the mainstream.
On the subject, Ashley Graham says “I am beyond thrilled to show the world what we’ve been working on for Knix. Together with Joanna, we created this film to showcase all the challenges women face that make them the very picture of strength that should be celebrated every day."
Now, here's what our very own Joanna Griffiths has to say.
Today is the day! How excited are you to share Big. Strong. Woman. with the world?
In a word: thrilled! The campaign concept came to light over a year ago — it's been hard to keep it a secret for so many months.
Can you tell us a little about where the campaign inspiration stemmed from?
I came up with the idea about a year ago while I was in the final weeks of my twin pregnancy, which pushed me to my limits of my physical and mental strength. I knew I was having girls and I was reflecting on just how strong women have to be…in so many ways.
When you think about it, it's truly incredible. From charting our own paths to learning to love ourselves in a world that tells us not to, using our voices, and navigating fertility challenges, there's so much strength required. Having experienced pregnancy loss, I caught a mere glimpse into what one in four women have to navigate.
There's also strength in choosing not to have kids and challenging long entrenched stereotypes that women are designed to procreate. When it comes to women tapping into their strength, the list goes on and on.
I had never seen strength articulated in this way before, and knew Knix and Ashley Graham were the ones who could bring it to life.
The film is very much an ode to female strength. Why was it important that it subvert the gender norms and systemic barriers women face everyday?
Growing up as the only girl in a family of three brothers, I'm likely more aware of traditional gender stereotypes than most. While boys are encouraged to be big and strong, girls are often taught to take up less space. But women are big and strong, and we wanted to create a campaign that celebrates women as the embodiment of these attributes.
Every woman I know is a superhero who has to leverage their inner strength every single day. We have to find a way for women to own their strength — mentally, emotionally, and physically. The notion that we are the weaker gender is downright laughable to me and this film so poignantly showcases why.
On a personal level, as a female founder, how do you identify with the message of Big. Strong. Woman.?
This campaign is the culmination of a decade of work fighting taboos, breaking down barriers, and helping people know they are not alone. Throughout the years, we've created conversation around body liberation, defying gender stereotypes, fertility, the postpartum experience, celebrating vulnerability, establishing boundaries, and applauding individual choices, and this campaign ties it all together.
On a personal level, building a company is hard...very hard. There are countless double standards and the system is only beginning to truly support female founders. Navigating this has required more mental strength than I ever thought possible. I am a big, strong woman and I am proud of it.
Visually, the manifesto-found footage-style video is different from anything Knix has done before. Behind the scenes, how did it all come together?
We partnered with incredible director, Soleil, who we have worked with a few times — including our 2020 International Women's Day Age Doesn’t Matter campaign. Like everything we do at Knix, we wanted to make this campaign in collaboration with our communities.
We spent months collecting found footage and doing calls for submissions on social media. We called in favors, did personal outreach, and spent months deliberating over every single clip. The backdrop features powerful footage of Ashley Graham, which was shot in New York last fall while Ashley was expecting her twins.
Ashley is the epitome of what it means to be a big, strong woman — she is one of the strongest people I have ever met. Having her creative direct and narrate the campaign is a dream come true.
Watching it, how do you hope people feel?
I hope people feel powerful and proud — of themselves, their friends, mothers, daughters, partners, and of women, in general.
Learn more about Big. Strong. Woman. at Knix.com.