Twenty-five years ago, then-White House intern Monica Lewinsky's face made headlines across the world.
She was 21 when her affair with Bill Clinton led, in 1998, to impeachment proceedings against the former Democratic president of the United States.
This scandal, which almost cost her her chair, also had serious consequences on the young woman's life.
For decades, Monica Lewinsky was the subject of ridicule and had to live with a sulphurous reputation.
Now 50 years old, she now wants to show a new face, that of a strong and independent woman.
Monica Lewinsky was chosen by Reformation to become one of the faces of this American clothing brand.
In a campaign launched at the end of February on social networks, the former intern appears confidently as an elegant businesswoman with a hushed style: pencil skirt, pantsuit or even a belted black dress.
Monica Lewinsky and https://t.co/nXqHRTttIx are here to remind you that you've got the power.https://t.co/4PD4Wxw4yk pic.twitter.com/I6mPbqX3qf
— Reformation (@Reformation) February 27, 2024
This campaign not only aims to promote this collection, but also has a political objective.
Reformation has in fact joined forces with the NGO Vote.org to encourage voters, and particularly women, to vote in the presidential election which will take place on November 5.
“Monica Lewinsky and Vote.org are here to remind you that you have the power,” we can read in a message that accompanies this ad on Instagram and the photographs of Zoey Grossman.
Interviewed by Elle magazine, Monica Lewinsky explained that she accepted this campaign because of its concept: "We have seen in the polls that voter frustration and apathy are on the rise. We must keep in mind that this must not stop us from voting and that's how we should use our voice. That's where our power lies."
When brands get involved in elections
The new face of Reformation was approached by Lauren Caris Cohan, the brand's creative director who admires her fight against harassment.
Monica Lewinsky “uses her voice to do good,” she believes.
As the New York Times explains, Lauren Caris Cohan was touched in 2015 by Monica Lewinsky's comments during a TED conference entitled "The Price of Shame".
"I became a publicly humiliated figure all over the world. With a virtual stoning crowd. I was branded as a slut, slut, whore or bimbo. I lost my reputation, my dignity, and almost my life ", said the former intern in a video with more than 20 million views.
It has been three elections in a row that the Reformation brand has encouraged its customers to vote.
In recent years, fashion has entered American politics.
During the last mid-term elections, the Levi's brand also called on celebrities such as model Hailey Bieber and Natalia Bryant, top model and daughter of the late basketball player Kobe Bryant, to encourage Americans to vote.
In the cosmetics sector, the companies Lush, Kenneth Cole and Benefit have also launched initiatives to remind people of the importance of going to the polls.
The importance of women and young people voting
Through these campaigns, the stated goal is clearly to encourage women to vote.
As lawyer Arancha Gonzales Laya describes on the website of the magazine "Le Grand Continent", they will play "the most important part" in the next American presidential elections.
"Washington, June 24, 2022. The United States Supreme Court overturns the 1973 Roe v. Wade decision by a vote of 5 to 4, thereby depriving millions of American women of protection by allowing states to regulate the right to abortion during the first three months of pregnancy. Five months later, during the mid-term elections, women helped the Democratic Party to partially resist the Republican assault," recalls the dean of the Paris School of International Affairs from Sciences Po Paris.
According to the American think tank Pew Research Center, in 2022, 51% of voters voted for Democratic candidates, while 48% gave their vote to Republicans.
As the United States heads towards a new duel between outgoing President Joe Biden and former White House tenant Donald Trump, the female vote will once again be scrutinized.
In 2020, 57% supported Biden compared to 42% for Trump.
According to a poll carried out at the end of January by Quinnipiac University, 58% of women now say they want to vote for the outgoing president, which gives him a slight lead in voting intentions.
Another issue also lies in the youth vote.
As reported by the American daily USA Today, only 48% of 18-29 year olds went to the polls during the 2020 presidential election, compared to 73% of 65-74 year olds.
Like Monica Lewinsky, other personalities hope to encourage them to vote to have an impact on the election.
The most famous is undoubtedly the singer Taylor Swift who supported Joe Biden in 2020. In September 2023, the star published a message on Instagram inviting her 272 million subscribers to go to Vote.org to vote. register on the electoral lists.
In just a few hours, the platform was taken by storm and recorded more than 35,000 new registrations.
A few months before the vote, Joe Biden, who had obtained the support of the very influential artist in 2020, hopes to once again be able to count on the support of the one who was elected personality of the year by Time Magazine.
View this post on Instagram
A post shared by Vote.org (@votedotorg)
The France 24 summary of the week
invites you to look back at the news that marked the week
I subscribe
Take international news everywhere with you!
Download the France 24 application