S’Auntie Claus is here: Chloe Bailey brings ‘cool aunt’ vibes to Carter’s holiday campaign
The singer and IRL auntie makes the perfect partner for the children’s apparel company, which seeks to connect with family members beyond parents in its holiday ad campaign.
Bailey’s presence adds a relatable, family-focused angle to Carter’s holiday campaign. / Credit: Carter's
Carter’s, a leading children’s apparel brand, has tapped 25-year-old singer, actor and ‘auntie’ Chloe Bailey to be the brand’s first ‘S’Auntie Claus.’
Known for her soulful voice and star power as one half of the musical duo Chloe x Halle, Bailey brings her relatable charm to Carter’s holiday campaign, which launches today. According to the brand, S’Auntie Claus is a role designed to capture the fun-loving, gift-giving aunt that everyone adores.
Bailey’s presence in the campaign highlights Carter’s desire to connect with family members beyond parents. Inspired by her own experience as an aunt, Bailey shares her favorite Carter’s picks, which include cozy outfits and unique toys from Carter’s House of Brands, spanning Carter’s, OshKosh B’gosh, Little Planet and Skip Hop.
The campaign also includes a sweepstakes where families can submit letters to S’Auntie Claus for a chance to win a $500 Carter’s gift card.
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In Bailey’s words: “Becoming an aunt has been an amazing milestone for me. There’s nothing like witnessing the magic of the holiday season through a child’s eyes. I’m beyond excited to put on my S’Auntie Claus hat and team up with Carter’s to help all the wonderful aunts out there spoil their little ones. Carter’s has such an amazing selection of gifts that I can’t wait to share with all the children in my life.”
Carter’s ideated and developed the campaign in partnership with the agency LaForce. The creative will go out on social and digital platforms.
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