Chico's FAS, Inc. - Soma Launches Brand Refresh with a Strong Message of Inclusivity and Comfort

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Intimates brand evolves logo and marketing campaign with new tagline, It Starts Within™ Chico's FAS' (NYSE: CHS) intimate apparel brand, Soma® announces new brand refresh that embraces beauty, strength and creativity from the inside out. "Now more than ever, women are seeking comfort and a good support system in every facet of their life," says Kimberly Grabel, Senior Vice President, Marketing. "We're embracing our evolution and know a woman's greatest strength lies within. The new campaign showcases an example of empowerment and modern femininity." Soma is the only national intimate apparel omnichannel retailer dedicated to comfort and inclusivity for women. The brand is devoted to its dominance as an industry leader in inclusivity, using a wide range of diverse models and influencers, including various ages, shapes, sizes and ethnicities. "It's important for our logo to evolve as we do. We took the capital S of our previous logo, in Snell font, and turned it on its side – just as we