These ads for Piper Lime point out a challenge: girls aren't expected to dress nice. They might even be questioned about it. Some people might not like it.
(Thankfully), we live in a world world where hoodies and flip flops are generally accepted everywhere. People wear pajamas to Starbucks. So how's a retail store supposed to sell their slightly dressier product? Positioning it as taking a stand.
A simple, elegant copy solution to a much more complicated fashion buyer. Cute.
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