The Wom

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was held today during MILANO FASHION WEEK. The first fashion show to combine fashion and inclusion, this event is dedicated to enhancing and celebrating all of women’s unique features.

The initiative was developed by Benedetta De Luca — Gender & Inclusion Editor at The Wom, disability advocate and spokesperson for issues relating to inclusion — and was promoted and produced by The Wom, the digital magazine of reference for the younger generations, with the support of the City of Milan and the Camera Nazionale della Moda Italiana.

‘On behalf of the City of Milan,’ said the Councillor for Labour Policies and Economic Development, Alessia Cappello, ‘we are proud to support a project like this, which combines fashion and inclusion, conveying an important message for the fashion world and for the younger generations, i.e. that beauty and elegance have no boundaries, perimeters, or barriers of any kind.’

‘We are happy to support initiatives of this sort during the Milan Fashion Week. For years we have conducted numerous projects and events aimed at making the fashion industry more inclusive,’ said Carlo Capasa, President of the Camera Nazionale della Moda Italiana. ‘It is one of the pillars of the Camera Nazionale della Moda Italiana, which drafted its D&I Manifesto with guidelines for the sector in 2019. I thank The Wom and Benedetta De Luca for their passion and vision, which are an important example and a valuable stimulus for us all,’ President Capasa concluded, opening the event.

‘This event aims to be a step towards a future where no one should ever feel invisible, because we all deserve to shine and exist fully, without ever feeling out of place,’ said Benedetta De Luca, Gender & Inclusion Editor of The Wom. ‘It is essential that each of us can express ourselves authentically. Each of us has the right to feel seen, recognised, and valued, unconditionally and without having to fit into predefined patterns. I would like to thank the City of Milan and the Camera Nazionale della Moda Italiana for believing in a project that is capable of conveying and spreading a message of inclusion and sensitivity, issues that are very dear to us and which I also experience personally,’ Benedetta De Luca concluded.

Fashion that lights up every unique feature

The collection by Benedetta De Luca showcased not only dresses, but also stories.
Each fabric was chosen to enhance movement and fluidity. Each cut is designed to fit the body, not the other way around. Silk intertwines with bold textures, and details and precious fabrics play with light, enhancing each movement and turning it into a statement of authentic beauty.
This collection is a manifesto of boundless elegance, unmeasurable sensuality, and pride that does not ask for permission to exist. It is proof that fashion can be inclusive without sacrificing sophistication, that every person has the right to shine and be represented, that elegance consists of character, presence and identity, regardless of one’s body, age, cultural and religious background or disability. Change is here. Fashion welcomes, celebrates, illuminates. In the collection designed by Benedetta De Luca, every person has the right to shine.

A talk to promote uniqueness

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ ended with a talk entitled ‘Fashion that Lights Up Every Unique Feature.’ The talk focused on how inclusive fashion is changing the collective imagination and stimulating greater self-acceptance. It also addressed the way in which inclusive fashion can profoundly influence social perceptions and break down barriers, starting with architectural ones.
Speakers included: Alessia Cappello, Councillor for Labour Policies and Economic Development for the City of Milan; Francesca Bonetti, Assistant Professor HEC Montreal focusing on innovation culture and markets; Giulio Marrucci, Marketing & Trade Marketing Lead with Unilever Personal Care; Benedetta De Luca, Gender & Inclusion Editor of The Wom and disability advocate; Daniela Cerrato, Marketing Director with Mondadori Media. Moderator: Valentina Lonati, Culture Editor of The Wom.

15 unconventional models on the runway

The stars of ‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ included 15 unconventional models, who brought an emotional story to the runway wearing creations by Benedetta De Luca, an expert in inclusive fashion.

The event focused on women from all over Italy with different backgrounds and features, supporters of respect for all cultures and religions — in short, champions of the authentic expression of their own identity beyond any stereotypes. This mosaic of stories helps to redefine the concept of beauty representation, from real life to the runway to the media, because inclusion consists of multiple shades.

Each of the 15 exceptional models represents a story and an identity that deserves to be told:

• Giulia D’Aloia, a content creator and student from Varese, recounts the world of women through videos that highlight the women of today and yesterday, remembering figures who have made history;
• Elisabetta Rossi, a charismatic and exuberant model from Vicenza, was born with a hearing impairment. She expresses her personality with charisma and naturalness, showing that communication goes beyond words;
• Anna Fusco, a singer, actress, artist, coach and model from Rome, brings a blend of art and innovation to the stage, proudly wearing a robotic arm that naturally becomes part of her unique expression;
• Valeria Scommegna, a young woman who has achieved her dream of becoming a teacher, is originally from Puglia but lives away from home, trying to convey the value of inclusion to her students;
• Gaya Cuppone, a content creator and model, works in the fashion industry, conducting a dialogue about invisible illnesses with style and awareness;
• Margherita Tercon, from Rimini, is co-creator with her brother and partner of an artistic project consisting of sketches, performances and videos that tells about autism;
• Anna Maisetti, 37, is a content creator and body positive model who has created the largest international community on lymphedema. She uses style and irony to combine information and fashion, promoting awareness and self-acceptance;
• Giulia Ludovica Scarpato, a graduate in philosophy and communication, is from Naples and loves to discover the world. As she always says: ‘My wheelchair is not a limitation, but the means that allows me to engage in my passions and travel’;
• Christine Puglisi, one of the most influential voices in body positivity activism and fighting all forms of bullying and discrimination. Her motto? #Lamodaèpertutti (#Fashionisforeveryone);
• Jessica Senesi, a content creator, actress and activist both online and offline, proudly and authentically shares her journey of self-determination and transition;
• Aida Diouf Mbengue, whose background combines Senegal and Italy, is a content creator and activist who celebrates inclusion and the beauty of cultural diversity;
• Rita Rinaldi, a student from Puglia in her third year of Movement Science at the University of Ferrara, is passionate about sports and movement as tools of expression and personal strength;
• Lucia Della Ratta, an economist and albino model, embodies an ethereal charm and radiant beauty, a symbol of grace and elegance;
• Vincenza Di Noia, a fashion design student from Puglia, has a strong passion for fashion, with a special focus on adaptive fashion. Due to her disability, she experiences this need first hand;
• Benedetta De Luca, originator of the event as well as creator of the garments in the collection.

Trame di autenticità

The final piece in Benedetta De Luca’s collection was originally a white swath of fabric, a symbol of inclusion and authentic beauty that ultimately takes shape, ‘colour’ and meaning through collective participation. This garment tells the story of every person, through contributions from the models and everyone wishing to participate through The Wom’s social profiles. Each element included in the garment represents a story, a nuance, a message — a way of collectively building a shared narrative of inclusion and uniqueness.
Elisabetta Rossi wore this latest symbolic creation. This white dress, called ‘Trame di autenticità’, was made in collaboration with Dove, the exclusive partner of the event, which has been committed to celebrating and supporting authentic beauty in all its forms for more than 20 years.

Live and on social media

“The WOMderful Inclusive Fashion Show by Benedetta De Luca”, after the live coverage, will also be available on www.thewom.it.
Live coverage included stories and reels with videos on @thewom and @benedetta_deluca’s Instagram profiles, interviews with the models, and behind-the-scenes footage of the event.

The Wom’s commitment continues

The fashion show is part of a broader ongoing project. Since its inception, The Wom — which is celebrating its 3^rd anniversary — has actively promoted the values of authenticity and acceptance. This also comes through constant listening and interaction with a continuously growing community (currently numbering 10 million followers) that views The Wom as a place for authentic representation and discussion. The Wom will continue to create a space where it is possible to ask questions, receive information and feel heard while offering stimuli, support, and opportunities for collective growth on a daily basis.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was created in collaboration with Power Talent Agency, which exclusively manages young talent with a particular focus on lifestyle, beauty, wellness and fitness.

The initiative also benefits from a collaboration with two excellent technical partners who made the looks even more womderful: Astra Make-Up did the make-up for the models walking the runway, while Wella Professional was in charge of hair styling.

Benedetta De Luca
Benedetta De Luca, disability advocate and Gender & Inclusion Editor of The Wom, promotes an idea of authentic and inclusive beauty through her social channels (nearly 150,000 followers on Instagram and more than 470,000 on TikTok). She earned an Executive Master’s in Disability Management from the University of Cassino and is the author of ‘Life as a Little Mermaid’ (Sperling&Kupfer).

The Wom
The Wom is a social magazine dedicated to the younger generation of women. It recounts real stories promoting self-acceptance and reaches more than 10 million unique users every month (Social Incremental Reach Comscore). It is a reference for the younger generations on Instagram. With a total fanbase of 10 million followers, the community encourages dialogue with a respectful tone of voice (source: Social Insights January 2025).

Power Talent Agency
Power Talent Agency is a talent agency by Mondadori Media that exclusively manages a roster of 26 creators, with a total audience of nearly 20 million followers. The agency stands out for its ability to develop innovative and unconventional communication initiatives, both online and offline, focusing on the strength and uniqueness of each creator by connecting sponsor brands with the target audience, creating valuable projects.

The Wom, Mondadori Media’s all-digital brand that has always supported the LGBTQIA+ community, told the story of Milano Pride this year through numerous editorial initiatives.

Speaking for diversity and inclusion since its inception in 2022, the innovative social media and web magazine – with a total fanbase of more than 9 million followers – is dedicated to Gen Z and young millennials, generations for whom uniqueness is a strength and value that enriches themselves and others, going beyond labels. Through its editorial products, The Wom promotes a culture that affirms the free expression of personality through inclusive content and language, addressing key issues for younger generations, such as gender equality, self-acceptance and sustainability.

The Wom Loves Pride, the brand’s values in the squares of Milan

On Saturday 29 June, The Wom and its community celebrated Milano Pride, an annual event and benchmark for anyone wishing to promote the values of inclusion, acceptance, personal well-being and respect for others.

The Wom team – equipped with the environmentally friendly ‘The Wom Loves Pride’ cargo bike – engaged numerous participants from the very beginning of the parade in Via Vittor Pisani for an Ask&Tell session to raise awareness, support and spread Pride values.
A large number of people stopped by to answer questions posed by Noemi David, trend editor of The Wom, and share their experiences and support for those who advocate for social issues in the city and beyond. Many topics were covered, from the values celebrated by Pride events around the world to historical milestones that have marked the evolution of civil rights in recent years.

Interaction with participants also occurred through challenging quizzes on the world of LGBTQIA+, which led to IG stories in the style of a ‘challenge’, a real video reportage in the field.

Web and social media coverage for rainbow-themed storytelling

In addition to the favourable reception and ‘live’ participation, the success of the initiatives by The Wom was also reflected in the numbers. The numerous content items produced in recent months to inform and build anticipation for Pride, together with live coverage on the ground in June and subsidies from artists and public figures that support the values espoused by the brand – the social media interview given by Ariete, a singer and activist, is just one example – allowed the brand to achieve remarkable results in terms of traffic and engagement.

Through these initiatives, the content created and published in the last few days on Instagram and TikTok brought the brand a total of 3 million video views.

‘We are proud to contribute to a more colourful world. Together, with everyone’s work every day, we can make a difference in making our communities open and truly inclusive,’ says Daniela Cerrato, Digital Marketing Director at Mondadori Media. ‘This year, for the first time, we decided to continue to interact with our large fanbase and make the awareness-raising journey we have undertaken even richer, going far beyond the confines of Pride and social media.

Pride in EveryBody: The Wom for Virgin Active

To celebrate Pride month, The Wom also contributed as media partner to the Virgin Active Pride in Every Body event last Tuesday, 25 June. A talk led and moderated by Valentina Lonati, culture editor of The Wom, celebrated uniqueness in all its forms. The talk was attended by personalities from the LBGTQIA+ world such as Muriel de Gennaro, Giada Buldrini and Serena Galassi from the 2 mamme e 3 figli account, and the YouTuber and presenter Guglielmo Scilla. They talked about caring for one’s body and the way in which this can become a means of loving and accepting oneself, a philosophy that is at the heart of the values promoted by Virgin Active and The Wom. The message was also amplified through a video interview on Instagram with the three participants.

The project was realised in full synergy with Mediamond and its Brand On Solutions structure.

The Wom is an all-digital, social-first media brand dedicated to Millennials and Gen Z, a generation that views uniqueness as a strength and a value that enriches themselves and others. The Wom is a benchmark for younger generations on TikTok and Instagram, with a total fanbase of 9 million followers (source: Comscore Shareablee and Social Insights February 2024) and 10 million unique users on the Internet (Audiweb Total Digital Audience February 2024). The Wom Beauty: the first vertical channel dedicated to cosmetics for the young generation, under 35, Instagram and TikTok first with 1.2 million followers.

Through its brands aimed at Gen Z, Webboh and The Wom, Mondadori Media delivered a range of activities and content aimed at raising awareness and understanding the views of young people on the issue of gender-based violence on the International Day for the Elimination of Violence against Women (25 November).

Webboh Lab, the first permanent observatory dedicated to Gen Z, conducted an instant survey on the topic of violence against women: the 8,000 answers from girls and women aged between 12 and 20 showed that 83% of young Italian girls, when questioned on the causes of gender-based violent behaviour, believe that the main reason is the cultural environment in which they live every day.

The research shows that girls and young women think there are at least five profiles of violent men: the self-absolvers (43%), i.e. those who continually justify their violent behaviour, reflecting a culture that perpetuates it; the medievalists (19%), who are linked to entrenched gender roles and family dynamics; the amplifiers of violence (17%), who experience aggression as an echo of bad media reports about the violence in the world around them and the impact on society; the underpressured (12%), represented by those who struggle with personal stress and family pressure; the de-empowered (9%), who blame power and gender role imbalances for their violence.

For the event, the two publishing brands aimed at Gen Z have published a schedule full of social media and web content to raise awareness about gender-based violence, offering useful tools both from a practical point of view, such as emergency numbers, and a cultural point of view to help prevent and fight the phenomenon, involving the younger generations.

Specifically, The Wom, the 100% inclusive brand created with the aim of raising awareness and supporting change and which offers articles, videos and in-depth reports on a daily basis both on its website and social profiles, has delivered a dedicated publication, informative content, poems, events and calls to action, and an illustrated Instagram carousel inspired by the true stories of women and their fears that has encouraged more than 2.000 people to tell their stories publicly, garnering over 130,000 likes.

Together with Sorgenia, awareness-raising content was produced, consisting of small tips on what to do if you find yourself with a person you suspect may be a victim of violence. The project, connected to Sorgenia’s #sempre25novembre campaign, aims to keep attention focused on this social emergency every day of the year and not just on the 25th of November.

The Wom also published content in partnership with DONNEXSTRADA with the “La violenza non è solo fisica ma… (Violence is not only physical, but…)” campaign, with the aim of illustrating different types of violence, both psychological and physical. The initiative was a great success among its followers, also thanks to video interviews with 3 activists from the Association who presented topics such as gender-based violence, how to protect oneself against aggression and psychological violence, and how victims of violence can be helped.

Webboh specifically chose to highlight the anti-violence and anti-stalking number 1522, by posting on its Instagram Stories – every day for a week at 3.22 pm – the message: “Quando ne hai bisogno, chiama: è importante (When you need it, call: it’s important)”. It also spread the Italian State Police Guide that can help people recognise a toxic relationship. The motto chosen by Webboh to raise awareness, “This is not love”, has been echoed by its followers, with more than 150,000 likes and the post being saved more than 5,000 times.

The Wom and Webboh support DONNEXSTRADA, the non-profit association that offers help to victims of violence, promotes change in society, provides legal and psychological support to victims, works for prevention and has created a network of 150 Punti Viola – safe places for women to ask for help – throughout Italy.

We thank the DONNEXSTRADA group.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 3 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 2.5 million unique monthly users (source: Audiweb Monthly Average 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

The Wom is the new all-digital, social media first brand dedicated to Millennials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the flagship for the younger generation on TikTok and Instagram, with a total fanbase of 9 million followers and 9 million unique users on the Internet (Audiweb Total Digital Audience monthly average 2023)

Webboh Lab, created from a meeting between Webboh (3 million followers on social media) with the research institute Sylla, with Chief Science Officer Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab is committed to gathering the voice of the younger generation, to investigate and explore the issues in order to bring them to the table of those who make decisions for them, the adults of tomorrow.

The Wom, Mondadori Media’s 100% inclusive digital media brand, during Milano Beauty Week, expressed its two souls to the fullest, the value one and the “Beauty and Fashion” one, with the special #TheWOMderfulParty evening that involved the best beauty and fashion creators who are part of The Wom Squad and Power Talent Agency.

Special guest: Luigi Strangis. Singer, songwriter and multi-instrumentalist winner of the penultimate edition of Amici and a prominent personality in the younger musical scene, who performed in an evocative performance in which he alternated guitar, piano and vocal pieces.

The Wom’s exclusive event took place in the beautiful I Mirador terraces of the 21 House of Stories Navigli, open for the first time for a private party and embellished for the occasion by a glitter station with dedicated make-up artists and glamorous fittings.

A brand that continues to grow

The event was an opportunity to toast the success of the brand, which has reached 8 million total social followers mainly on the channels of choice of the Generation Z and Millennials target audience, Instagram and Tik Tok, and 9 million on the web (Audiweb, TDA average May-July 2023), but above all an increasingly active and participating community, with 5 million interactions in the last month (Source: Comscore, Shareablee), positioning itself as a leader in the under-35 female segment.

In addition, The Wom turns out to be the first brand also in terms of “intention to buy” for Generation Z (18-24), as revealed by a recent survey conducted in collaboration with Doxa – BVA and Hubits.100% of respondents in this age group said that they fully trust The Wom for purchasing advice in the beauty industry. The research showed that on average 3 products are purchased by each brand follower.

Daniela Cerrato, Digital Marketing Director of Mondadori Media, said: “It was exciting for us to celebrate, in this unique location, our milestones with the creators who have been following us forever and our special guests with whom we work in synergy. The extraordinary results obtained are the product of an editorial formula that places us on the same level of our audience, always listening to gather their instances and offer a point of view aligned with the values and orientations of this generation, promoting the invitation to express oneself without labels. And after the social and web election channels, where we aggregate our community, we are also going to extend our journey with events on the ground”.

The Wom is also an important reference point for brands, counting more than100 projects carried out in the past year with partner companies from the fashion and beauty sectors, as well as the travel, wellness and tech worlds. The content developed with partners is authentic and tailor-made storytelling, designed and created by the editorial team together with the creators of The Wom Squad and Power Talent Agency in collaboration with Mediamond/Brand On Solutions and able to balance the needs of brands with the expectations of users and actively engage the community.

The Wom, Mondadori Media’s 100% inclusive digital brand that speaks to young millennials and Generation Z, has won the Diversity Media Awards 2023 for the “Best Web Article”.

The eighth edition of the “Inclusion Oscars”, organised by the non-profit “Fondazione Diversity”, awarded the characters and media content that have contributed to an inclusive representation that highlights people by gender and gender identity, sexual and affective orientation, ethnicity, age, disability and physical appearance.

These are issues close to the heart of The Wom’s mission, which has become a touchstone for the younger generation on the Internet and on social media for the ability to combat prejudices and stereotypes with levity and empathy and highlight the uniqueness of every individual.

The Wom has set itself apart in the “Best Web Article” category – as part of the media awards – because of “‘No Data’: the investigation denouncing the lack of data on Italian Law 194”, written by contributor Francesca Polizzi.

“We are proud to receive this award: it’s an important recognition for the work done by The Wom team, just over a year after its debut on social media and the Internet. We make a daily commitment that comes from the need to make room for issues like equal rights, diversity and inclusion”, said Daniela Cerrato, Digital Marketing Director at Mondadori Media. “Our first mission is to raise awareness and we do it using a language that goes beyond any label, to get closer and closer to what our future represents, namely the new generations”, concluded Cerrato.  

That value, promoting an inclusive culture, is at the heart of the entire Mondadori Group’s commitment.

“As Mondadori Group we’re particularly proud of this major achievement from The Wom. It’s a privilege and a continuous source of enthusiasm for all of us to be able to contribute to the creation of a more inclusive, attentive and future-oriented society and world of work”, said Francesca Rigolio, Chief Diversity Officer of the Mondadori Group and Head of Human Resources in the Books Department.

The Wom is the new all-digital, social first media brand dedicated to Millenials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the touchstone for the younger generation on TikTok and Instagram, with a total fanbase of 5 million followers (Shareablee + social insights May 2023) and 9 million unique users on the Internet (Audiweb April 2023)

The Wom, Mondadori Media’s 100% inclusive digital media Brand, becomes a leader in the women’s segment with 8 million individual users and over 5 million fans on the social networks just under a year of its launch (source: Audiweb, July 2022).

With a primarily social and 100% inclusive nature, The Wom is present on Instagram, TikTok, Facebook and WWB with a main profile and thematic vertical channels. Such transversal offer has led the Mondadori Media brand to become a point of reference for the new generations, thanks to its ability to relate the interests of both the millennial and Z generations.

The brand enhances individual uniqueness through contents by sharing the values, experiences, emotions and sensations of an ever increasing number of people by overcoming stereotypes and taboos.

“We are very happy with these results: The Wom made its way up the web and social rankings and become a point of reference for the new generations of women in just 8 months. For us, The Wom means the pursuit of happiness and our content proposal is refreshed daily, thanks to the constant exchanges of ideas and emotions of all those involved in the project – from the creators and editors, to the very strong community that developed around the brand – and who share our values, beyond all labels,” stated Daniela Cerrato, Mondadori Media’s Mass Market Brand Manager.

The offer is now expanding by adding The Wom Horoscope, full of astrological contents and articles so as to meet the needs of the new generations’ increasingly more evident passion, to The Wom Beauty, The Wom Fashion, The Wom Healthy, The Wom Life and The Wom Travel.

The website contains a special area devoted to daily horoscopes illustrated with The Wom’s unmistakable stylistic code and in-depth insight on the characteristics of each sign.
The Instagram profile provides daily inspirations and curiosities in a fun and ironic key: infographics, memes, astro stories and astro reels related to the zodiac signs, but also fashion, beauty, health and lifestyle forecasts developed together with the creator Luigi Torres Cerciello, insta-astrologist and author just acquired by The Wom. Viral contents are presented in the language of digital natives and are able to reach over 700 thousand followers on Instagram, a fan base mainly consisting of under 35 female users and which further strengthens the brand’s audience in this age group.

Today, The Wom boasts a team of over 60 talented experts, who contribute to the production of 1.000 original contents each month between the website and social networks which reached a total of 16 million video views (source: Shareablee and Instagram reels insights, September 2022).

The Wom’s novelties and milestones were celebrated in the heart of Milan at 21WOL during an exclusive event, “The WoMderful Squad,” which brought together all of the brand’s top creators for the first time, as well as some exponents of The Wom Committee, among which Benedetta De Luca, Gender and Inclusion Editor, Federica Gasbarro, Climate editor, Ariman Scriba, mental health advocate and Victoria Oluboyo, civil rights activist and intersectional feminist.

The special evening focused on the stories of those who strive to ensure the brand’s success each day, such as the creators Paola Torrente, Samuele Bartoletti, Henry Scorner, Abbia Maswi and Hiba Omra. The performance of the emerging artist Marsali animated the evening.

The Wom received excellent feedback, also for the work carried out by Mediamond, the agency that designed the advertising solutions, through a series of special projects in constant development, and thanks to which over 30 customers decided to get involved in the brand’s initiatives within the first 6 months.

Pride Month has been yet another opportunity for The Wom, Mondadori Media’s new 100% inclusive digital media brand, to confirm its positioning as a point of reference for young millennials and generation Z, who regard uniqueness and freedom of expression as strengths and values that enrich them and others, over and beyond labels.

For more than 1 month The Wom provided its entire community with a rich editorial program of stories and analyses on all 5 of its social channels and on the web: a special marathon with more than 120 content items, which reached over 10 million people (source: Google analytics e social insight, June 2022).

Many video accounts and insights have been shared, enhanced by continuous storytelling on social media and the web that raised awareness about current key issues, thanks in part to contributions from 20 video creators and authors from the LGBTQIA+ universe: they included Sara Fregosi, who told The Wom community about her difficult coming out with her mother, and Samuele Bartoletti, a victim of teenage bullying, who sent a message of freedom and pride in telling his story. The editorial program also included curiosities and analyses shedding light on some of the most keenly debated questions, in part through the Vocal Carousels, a collection of original audio clips in which The Wom asked members of its community about their experiences of Pride.

For each item, The Wom chose the most suitable format and channel: from short reels on TikTok, with stories from the creators and information content, to the Carousels and vertical reels on Instagram devoted to make-up, style pride and fluid fashion; from the web capsule, with a daily agenda on the issues of the LGBTQIA+ community, to  live coverage with IG Stories from Milano Pride, where a video maker and editor interviewed participants to convey the experience in real time on social media. The new special edition format will be used to examine many other issues and events over the rest of the year.

For Pride Month, the brand also launched The Wom Pride, a new rainbow visual, which accompanied the brand storytelling, with The Wom Pride logo appearing on all social channels, the pride rainbow bar on all content, a fixed navigation link on the website, and a fixed space dedicated to the web capsule on the website homepage.

The project confirms The Wom’s mission to promote a culture that affirms free expression of personality: addressing a community of people who care about the values of gender equality, self-acceptance and sustainability, with the typically inclusive content and language of generation Z and the millennials, The Wom is the first Italian media brand to form a Gender & Inclusion Committee.

The Wom audience continues to expand, with 10 million unique users (source: Comscore March 2022), a 4 million fanbase and 35 million video views (source: Shareablee e social insight, May 2022).

The Wom, the 100% inclusive digital media brand for young millennials and generation Z, is today launching the #TheWomPower campaign to celebrate everyone’s uniqueness and freedom to express their personality.

The project is designed to actively involve the new generations on social media through an innovative and inclusive tool, which encourages creativity and helps people speak frankly and openly about themselves, becoming an inspiration to all the community.

People who do not wish to be boxed into a single definition are being invited by The Wom to share their “superpowers” on social media, i.e. share what makes them exceptionally normal, creating a short video with the new #TheWomPower TikTok effect and the Instagram filter. 

Just use your hands to create the The Wom “W” in front of your smartphone’s camera to activate the effect and be surrounded by the new explosive purple cloud in the brand’s palette, and so transform into one of the WOMderful Heroes with the courage and determination of The Wom. The effect is completed by the original Be WOMderful audio track composed specifically for it.

“After its début last month, the new #TheWomPower campaign is a new piece in the The Wom communication strategy aimed at reaching the young generation as its target, promoting the brand’s values. It is an initiative aimed at making everyone feel perfect in their uniqueness, multiplying the contents and positive models they can see themselves in. Because being normal is an amazing endeavour,” declared Daniela Cerrato, mass market brand manager for Mondadori Media.

The campaign has been developed working with the brand’s Gender and Inclusion editor, focusing also on accessibility for people who have hand motor coordination issues.

“The Instagram filter is completely inclusive: it can be activated your fingers or mouth. It is an important step towards eliminating all types of barriers,” explains Benedetta De Luca, Gender and Inclusion editor for The Wom.

The campaign will be expanded by the The Wom squad and involve over 50 creators. These include body positive creator Giorgy Colella, gamer and cosplayer Antonella Arpa – Himorta, creator and makeup artist Abbia Maswi, curvy influencer Barbara Conte, creator and gamer Gioffy, makeup artist and beauty creator Beatrice Gherardini, fashion stylist and creator Lucia Andreoli, beauty creator and makeup artist Pierangelo Greco and beauty creator Arienne Makeup.

All contents created by users and creators will be included in the #TheWomPower effect page on TikToK and in the The Wom Instagram stories.

The project was developed with the contribution of the TikTok Italia team and the FLU and Cosmic agencies.

To support the launch of #TheWomPower, a domination and amplification campaign was put in place and is currently active on TikTok and Instagram.

The Wom can count on a growing audience: in February, its total fanbase on social media was 3.7 million, with 100,000 more followers compared to January, with 2 million interactions (Source: Sharablee and Insight, February) and a 38% increase in unique users on the web (source: Google Analytics, February vs January).

The initiative confirms the versatility of the project that can be activated on the The Wom platform. Thanks to marketing by Mediamond, the brand’s exclusive dealer, customers can use original formats that strategically combine videos, reels, stories and challenges, curated with The Wom editors, to talk about different product sectors, ranging from beauty to fashion, pharma to travel. In each of these sectors it is possible to activate commercial solutions with different types of offers, with guaranteed reach and possibly involving the most WOMderful creators.

The Wom presents “Storie dall’Afghanistan” (Stories from Afghanistan), written by Afghan women who have found refuge in Italy. The series was produced in cooperation with Cospe, a no-profit association that promote rights and social justice in 25 countries around the world.

The report is a collection of eye-witness accounts of the crisis in Afghanistan. Dramatic, moving stories that could be told by many other women who have fled to Italy from Afghanistan, survivors who have escaped Taliban persecution but are living far away from their families, their loved ones, their rights as women, the free life and better future that should have been theirs.

The first stories posted on The Wom are by Reha Nawin, who escaped from the Taliban and reached Italy in August last year. Born in Kabul 37 years ago, she studied sociology at the capital’s state university. Today she lives in Florence with her husband and two daughters. The story of her life is, in part, the story of all those women who on 26 August did not manage to get into the airport and remained in Afghanistan.

«We had to wait two nights outside the airport before we could get in,» says Reha. «The Taliban would not give us permission to enter. There were so many people who wanted to escape. You saw such desperation in people’s faces, fear of the Taliban and sadness at leaving the country in such dramatic circumstances. Our Italian friends managed to help us and saved our lives».

«Giving a voice to Reha Nawin and the other young Afghan women is one of the ways we have chosen to raise the awareness of our readers, but also of our employees, about the importance of respect for human rights, and women’s rights in particular, and the need to make a tangible commitment to ensuring that diversity and inclusion are truly a constant of our being part of the Mondadori Group,» observes Mondadori Group Chief Diversity Officer Francesca Rigolio. 

The editorial project “Storie dall’Afghanistan” supports Cospe’s “Emergenza Afghanistan” campaign.

Find out more: The life, escape and hopes of Reha Nawin, an activist who fled from the Taliban

Mondadori Media announces its new all-digital brand The Wom: an innovative social media and web magazine dedicated to young millennials, a generation for whom uniqueness is a strength and a value that goes beyond labels to enhance them and others.

The brand name is an abbreviation of “woman”, with multiple meanings: The Wom powerfully overcomes gender differences (“Woman or Man”), celebrates all women (“Wonder Woman”, “Wonderful Me”), and talks the same language as users (“Word of mouth”).

Through an original editorial offer, The Wom promotes a culture that affirms free personal expression, as reflected in the claim “Be WOMderful, be yourself”: it addresses a community of people sensitive to the values of gender equality, self-acceptance and sustainability, with inclusive content and language typical of generation Z and millennials.

With the launch of this new female brand, designed to respond to the needs and interests of the new generations of women on their preferred channels, Instagram and TikTok, and on the web, Mondadori Media – the Mondadori Group’s social multimedia company, the leading player on social media in Italy with 57.5 million fans – is expanding its editorial offer.

«The Wom talks the same language as young millennials and generation Z. It’s an ambitious project that demonstrates Mondadori Media’s continuous capacity for innovation, rooted in digital expertise and constant attention to new languages and formats, making us a leading multimedia company on the web today and the first social destination in Italy. With The Wom we want to become a go-to for the under-35s on social media, affirming the uniqueness of each individual and providing inspiration in key areas of self-expression such as beauty or fashion,» said Andrea Santagata, general manager of Mondadori Media.

To safeguard its mission, The Wom is the first Italian editorial brand to introduce a Gender and Inclusion Committee. The purpose of the committee, an independent body, is to implement the values agenda of The Wom on the issues of greatest interest to the new generations. Its members will include such distinguished women as Benedetta De Luca, a law graduate and disability model, who, as Gender and Inclusion Editor, will ensure that the brand’s content and philosophy comply with all the principles that inspire The Wom, using appropriate language and sensitivity; Federica Gasbarro, an activist, biologist and green influencer, who, as Climate Editor, will raise the awareness of The Wom followers on climate-change-related topics; Victoria Oluboyo, a civil rights activist and intersectional feminist, and Ariman Scriba, a mental health advocate, who will focus on invisible forms of distress.

The Wom has already achieved extraordinary results: in the few months since the launch of the beta version on social media and the web, it has attracted an overall fanbase of 3.6 million followers, 90% of whom are women, and an audience of 5 million unique users per month, to become the leading brand in the under-35 female segment (source: Shareablee e Insight, January 2022; Google Analytics, January 2022).

The new brand stands out for the presence, on both Instagram and TikTok and online at www.thewom.it, of the main The Wom account and other 5 vertical profiles – The Wom Beauty, The Wom Fashion, The Wom Healthy, The Wom Life, The Wom Travel -, with features and inspirations relating to beauty, fashion, wellness, travel, lifestyles, to respond to the interests of this generation.

Another asset of The Wom is the production of short videos portraying the values of this generation, interpreted by a team of more than 50 creators from among the most popular names on Instagram and TikTok. They include gamer and cosplayer Antonella Arpa; creator and beauty influencer Martina Luchena; bionic model Nina Rima; curvy model Paola Torrente; beauty creator Arienne Makeup; body positive creator Giorgy Colella; beauty guru and influencer Damn Tee; creator and make-up artist Abbia Maswi; actress and creator Ludovica di Donato, for an output of more than 140 reels a month.

The Wom has a fluid design and hybrid mix of social media and web functions, such as a social media wall and tap browsing on the site in the style of Instagram stories. The look & feel of the www.thewom.it website has been created with moving “e(motion)al” elements, like the browsing ticker and the dynamic content-related palette of pastel colours.

The Wom stylistic identity is instantly recognisable thanks to Melania Gazzaruso, aka Memilus, a visual artist who narrates daily experiences with cartoon-style illustrations, accompanied by value-based phrases with which the community identifies.

The launch of The Wom is supported by a communication campaign designed by CasiraghiGreco&, for b2b publications and DOOH in the main districts of Milan; this will be followed in March by the launch of #TheWomPower, a special challenge on Instagram and TikTok for exceptionally normal “WOMder Women”, which will involve the brand’s top creators.

Marketing has been assigned exclusively to the Mediamond concessionaire, which will provide clients with innovative sponsored social and web formats, as well as unboxing videos, product testing reels and stories with brand editors. The Wom covers a variety of beauty- and fashion-related sectors, and also aims to expand into the pharma and travel areas through collaboration with creators and industry experts.

Ad hoc content, illustrations and social media cards will be completely customisable with the sponsor’s colours, maintaining narrative consistency and guaranteeing the integration of the adv message with the editorial content.