Macy’s has launched its Spring 2019 Fashion campaign, inspiring women to redefine beautiful and embrace their uniqueness with clothes that make them feel good from Macy’s.

“Beautiful. One word that bears the weight of thousands. We collect false promises, contorting ourselves to fit inside those letters, but beautiful is a breath, ever present, expanding within us. It is deep, delicate, resilient, growing as we grow, holding all that we are and all we will become. And when we find it, our real, ordinary, messy, loud, over-the-top, incredible kind of beautiful, we find more, we find our remarkable selves,” the voiceover says on the 60-second spot, created in collaboration with BBDO New York, which features a variety of women of different ages, shapes, sizes and backgrounds, as they going through their days wearing styles that give them a feeling of confidence and self-expression. A teacher, a dancer, a musician, a mother are among the females shown throughout the ad, which concludes with the retailer’s tagline, “Find the remarkable you”.

Macy’s Spring 2019 campaign, entitled “Find More” and described as “a powerful ode to women finding their remarkable selves as they go about their everyday lives,” also includes a special section on the retail brand’s website, called Macy’s The Edit, where viewers can explore the new season’s trends, find inspiration and dive into must-have It List items curated by the experts in Macy’s Fashion Office. In addition, on Macy’s social media channels individual women are featured in photos and videos overlaid with each woman’s personal definition of beauty in an attempt to inspire viewers to defy conventional labels of what is beautiful.