In 2021, Claire’s stepped boldly into its next chapter with a complete rebrand and the launch of its first global campaign, “Be the Most.” Built to capture the spirit of self-expression, the platform positioned Claire’s as modern, trendsetting, and unapologetically playful, a brand leading culture rather than following it.

The campaign came to life during the holiday season with a vibrant, full-funnel rollout that included eye-catching out-of-home moments in New York and Chicago, immersive store experiences, dynamic social storytelling, e-commerce innovation, and a wave of influence powered by creators and brand activations.

Be the Most was more than a tagline. It became a call to action that reintroduced Claire’s to the world with fresh energy, cultural relevance, and a playful confidence that resonated with a new generation of fans.