This International Women’s Day, your self-worth is getting a cozy new uniform. In a groundbreaking collaboration, L’Oréal Paris Canada has joined forces with the beloved Canadian, women-led brand Brunette the Label to launch the first-ever limited-edition “Sisterhoodie“.
For the first time, the iconic “Worth It” sweater—previously spotted on global icons like Kendall Jenner and Gillian Anderson—is officially available to Canadians through this exclusive drop. The partnership brings together L’Oréal’s legendary “Because You’re Worth It” mission with Miriam Alden’s “Babes Supporting Babes” ethos for a celebration of community over competition.
A Wearable Message of Worth
For L’Oréal Paris, moving from the vanity table into the wardrobe was a deliberate step to meet women where they are in their daily lives.
“We felt that now was the perfect time to take that internal conviction of self-worth and turn it into something external and ‘wearable,'” says Sarah-Anne Ducreux, General Manager of L’Oréal Paris Canada. “The Sisterhoodie acts as a physical embrace: a reminder that your value is non-negotiable”.
Miriam Alden, founder and CEO of Brunette the Label, saw the collaboration as a natural extension of her brand’s heartbeat.
“Reinterpreting ‘Worth It’ through Brunette the Label allowed us to ground a global message,” Alden explains. “When women put on the Sisterhoodie, I hope they feel seen, confident, and connected, like they’re part of a community of women who come together and uplift one another”.
Beyond the Fabric: Solidarity in Action
The initiative is designed to outlast the month of March, serving as a year-round commitment to elevating the role of women in society. This includes L’Oréal’s ongoing Stand Up Against Street Harassment program, which has already empowered over 250,000 Canadians with tools to safely intervene in public spaces.
“IWD isn’t a one-day marketing event; it’s a checkpoint in a year-round commitment,” Ducreux notes. “We want to drive conversations about self-worth that continue long after the hoodie is washed and worn again”.
Join the Sisterhood: Pop-Up Details
To mark the launch on March 8, L’Oréal Paris Canada is hosting exclusive pop-ups in Toronto (Toronto Eaton Centre) and Montréal (Montréal Eaton Centre), where women will have the chance to receive a free Sisterhoodie or L’Oréal Paris product while supplies last.
As Alden puts it, these messages aren’t meant for just one day. “They’re meant to be worn on an ordinary Tuesday”. Because whether you’re at the vanity or on the go, the reminder remains the same: you’re worth it. —Noa Nichol
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