Description
Accessible fashion is stuck between two extremes. Online giants are flooding closets with volume over vision, and legacy competitors are chasing high-fashion runway collabs that feel out of reach for everyday women.
maurices, a value fashion retailer with a 95-year history serving hometown communities across America, is taking a different approach with its first major brand campaign for fall. As part of a comprehensive 2026 brand refresh designed to capture new customers and re-engage their core demographic, the effort puts its biggest differentiator center stage: making real, personal styling accessible without the luxury price tag (or luxury markup). Something the brand has been doing for 95 years.
The integrated campaign also marks the first major campaign launch from Art of Something, an independent creative agency founded in 2025 by industry veterans Rob Kurfehs (ex-BBDO, Publicis) and Dan Sormani (ex-Goodby Silverstein & Partners, Mother), along with Head of Strategy Kat Logan (ex-Saatchi & Saatchi, Johannes Leonardo).
Art of Something built maurices’ debut campaign around a phrase that usually signals privilege: "I have a stylist." Here, it means something different — at maurices, having a stylist isn't a luxury, it's "just a regular Tuesday”.
Kristine Koetter, CMO at maurices commented: “What people may not know about maurices is that every woman can walk into one of our stores and receive personal styling for free. Our associates have an incredible ability to help women discover what works for them, feel confident in their style, and even try something unexpected. This campaign shines a light on what makes maurices truly different: creating a place where women can discover clothes they love, put them together with confidence, and ultimately feel like the best version of themselves.”
Rob Kurfehs, Creative Director, Founder at Art of Something commented: “It’s a rare opportunity when you have a brand partner that has a compelling differentiator—and is down to lean into comedy to attract new customers to the brand. The vision for these was always for them to feel less like ads and more like little pieces of prestige TV.”
This professional campaign titled 'Sophie Has a Stylist' was published in United States in August, 2026. It was created for the brand: maurices, by ad agency: Art of Something. This Film and Integrated media campaign is related to the Fashion industry and contains 1 media asset. It was submitted about 2 hours ago.
