Women are taking over! The iconic department store Harvey Nichols just launched its month-long ‘Let’s hear it for the Girls’ campaign.

On September 3rd, Harvey Nichols rebranded itself as Holly Nichols to celebrate female empowerment. The flagship store has changed their famous illuminated sign along with the branding on their shopping bags, in-store signage and social media channels. They have even gone as far as changing their website URL to Hollynichols.com.

The name Holly was chosen to represent all women and because it also has a visual similarity to Harvey. Deb Bee, the marketing and creative director said “We are incredibly excited to unveil our Holly Nichols campaign – a month of events celebrating women, those who have inspired us in the past, and those that continue to do so today.”

The store plans to host a series of events throughout September that highlight great women. These will include trunk shows, new launches, brand parties and inspirational talks from influential women. In addition, the windows also featured the new name and the pavement outside the flagship has been embossed with quotes from female leaders such as Hillary Clinton, Coco Chanel and Emmeline Pankhurst.

The campaign will also feature the launch of the store’s newly refurbished first floor, which gives shoppers a fourth level that is dedicated to women’s ready-to-wear, shoes and accessories. Bee stated that the “newly refurbished First Floor is shopping heaven with collections from the world’s best-loved designers, selected for their quality of design and make. We’ve created a shopping experience for our female customers like no other.”

The retailer has slowly been refurbishing its beauty, jewellery and men’s departments and said that they’ve “ramped up our range of our beauty services to suit women’s often demanding lifestyles”. There are plans to continue revamping the Knightsbridge flagship in order to modernise their image, attracting a new generation of customers.

The importance of gender equality and feminism has been championed by Harvey Nichols for many years. Anne Harvey took over the business when her husband died in 1850 and went into a partnership with James Nichols, forming Harvey Nichols & Co. Women were and still are key to the business today, comprising seven out of nine of the company’s current board members.

On the 13th of September the department store will celebrate more of its history at an event for the modern women of London.