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Everything That 'The F-Word' Stands For at Story This Month

Courtesy of Story

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Don't shy away from bringing children to the latest Story concept, provocatively titled "The F-Word." The "F" mainly stands for feminism — appropriately, the doors opened on International Women's Day this past Tuesday — but owner Rachel Schectman has found a lot of related alliterative terms, from Fair Trade and Family to Feeling Confident and even Fatherhood, that tie nicely to this iteration's spread of merchandise.

This time around, that includes Dressbarn's collaboration with Ashley Graham, the celeb-approved (and locally-based) maternity label Hatch, dad-friendly diaper bags from Diaper Dudes, the app-enabled kegel trainer Elvie, and products from Cap Beauty. There will also be a focus on female innovators, like the founder of Lola tampons. Story will also have installations from the likes of the Tory Burch Foundation and the DVF Awards.

"Feminism can be a polarizing word," Shechtman said in a release. Our mission with this story is to create a fresh context to discover the ‘who' and ‘ what' of feminism and show how women and men are uniting to make the F Word stand for something personal, from film to family."

As usual, she's pulled a star line-up of female guests for in-store events, including Graham, Nasty Gal's Sophia Amoruso and wellness guru Natalia Petrzela; HSN CEO Mindy Grossman will review submission at March 17th's Pitch Night. For more on who you can catch and when, head to the store's events page, and check out the set-up for yourself through Sunday, April 3rd.


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