Colbie Caillat Is the New Face of White House Black Market's 'Women to Women' Campaign: Exclusive
"The Mailbu Sessions" singer covers Sister Sledge's "We Are Family" in the promo video.
2016 was a year of milestones for Colbie Caillat. After parting ways with her label, Republic Records, Caillat started her own label PlummyLou, named after her beloved family dogs. She then released her sixth studio album, The Malibu Sessions, under her new label in October.
This year is proving to be no less adventure-filled. In the midst of preparations for a hectic tour schedule, Caillat is releasing a campaign with White House Black Market on Feb. 7. The ad campaign, “Women to Women,” is Caillat’s first ever. She will star alongside actress Isabella Rossellini and her daughter Elettra Wiedemann, artist and poet Cleo Wade, author and cancer survivor Jessica Queller, and organic beauty entrepreneur Taylor Foster.
For the campaign, Caillat didn’t merely model White House Black Market’s clothes; she re-recorded the song “We Are Family” by Sister Sledge, which will be available to download from WHBM.com on Feb. 7. The song is heard over the campaign video, in which the campaign’s leading ladies dance, sing and hang out together at a beautiful sun-streaked waterside house.
Donna Noce, president of White House Black Market, says the company was immediately drawn to “We Are Family” for the campaign. “It’s a classic women’s anthem, which speaks to sisterhood and a community of women,” Noce said. “It was a perfect fit for the campaign. One of the lyrics states, ‘Have faith in you and the things you do, you can’t go wrong,’ which is emblematic of our spring campaign.”
For Caillat, the iconic song refers to your support system -- not merely blood relatives. “It’s anyone around you that you love, that you care about [and] that cares about you, that supports you,” Caillat explains. “We create our own families and we stand with each other and we support each other. I think that’s why they chose this song to be the highlight of the campaign -- to remind people that you create your own life.”
Caillat hopes the campaign video, along with the song, will drive that point home. “To see all these beautiful women who do all completely different things, different lifestyles, different careers, but all on their own -- my hope is that it inspires everyone that they can do the same thing and that they should strive for what they want, and nothing can stop them.”
Beyond the message of the campaign, Caillat is a big fan of her White House Black Market wardrobe. “What I love about the style is you can get a little bit of everything,” she says. “I feel like it allows you to have any style that you want. You can go there and get outfits for any occasion rather than just one thing, and that’s kind of how I live my life. Most days, I’m casual, and then I go to a show and I have to kick it up a notch.”
When conceptualizing “Women to Women,” a campaign that was in the works for nearly a year, White House Black Market thought of Caillat, and the impact of her hit single “Try,” off 2014's Gypsy Heart.
“As an artist, Colbie is soulful, authentic and genuine,” Noce said. “We remember when her song ‘Try’ came out a few years ago. It helped give women permission to feel empowered and beautiful in their own skin. Colbie understands and relates to women with her music in the same way that we strive to create a deep and personal connection with our customers.”
While waiting for the campaign to be released, Caillat is enjoying some much-needed time with family in her home state of California. It’s the calm before the storm: In a couple of weeks, Caillat and her fiancé, fellow singer Justin Young, will get on the road for three months of touring across the U.S., as well as internationally. Caillat, who recently moved to Nashville with Young, intends to make the most of tour life.
“While I’m traveling, I think it’s important to be able to enjoy the places that you’re going because a lot of times, you never get to see them and you kind of start resenting it,” Caillat said. “But I’ve learned over the past few years to try to sight-see and go out with my band and crew and make sure we’re enjoying our time in every way.”