Exceptional leadership can manifest itself in a number of ways, from someone like Oscar Munoz taking personal responsibility at United, to Pope Francis stepping outside of the expected comfort zone, reaching more people in and out of his church. Exceptional leadership can also occur when a large, well-known brand chooses to risk going against the status quo, to make a profound statement. The Limited has done just that by choosing to forgo using the typical runway model as they roll out their new fall line, instead choosing to feature women leaders.

The Limited’s campaign, The New Look of Leadership, gives visibility to real-life business women, creating more than just a splash in the media but more of an indelible imprint on the women and girls who see the campaign and realize that they, too, can accomplish whatever they desire. From entrepreneurs and film producers to executive directors and CEOs, The Limited has pulled together 60 diverse and powerful women, to represent the various faces of women in leadership. Here are a few examples of the courageous, bold, and unstoppable leaders represented in this campaign.

#LeadingLooksLike: Gabrielle Bernstein, Motivational Speaker, Life Coach, and Author

“When we take lots of little right actions towards our goal, that’s when we can create a movement.” Gabrielle espouses leaders who:

  • Walk the walk
  • Practice what they preach
  • Are willing to speak and be heard

#LeadingLooksLike: Tiffany Dufu, Chief Leadership Officer at Levo League

“We have more opportunity and we know we can be anything.” I heard Tiffany speak at the recent S.H.E Summit. She is fierce and models her leadership platform of being:

  • Honest
  • Authentic
  • Willing to take responsibility

#LeadingLooksLike: Nada E., Dermatologist and Physician

“Women need to be two things: fearless and shameless.”  I very much relate to Nada’s thinking and love that she marries it with the following leadership qualities:

  • Approachable
  • Understanding
  • Considerate
  • Willing to roll up her sleeves

#LeadingLooksLike: The Limited

“Leading is a way of approaching life—and in today’s world, there are infinite shapes it can take. It’s time the definition fit them all. So we’re calling on leaders of all types to help build a vibrant community of inspirational women. Together, we will re-create the picture of empowerment to reflect the authentic, modern leaders we see every day—answering the question, ‘What does leading look like?’ with you. And her. And us.”

The Limited is blazing a trail. The fashion industry comes under fire for using models no “real” woman could hope to emulate. Choosing top business women from all sectors and walks of life sends a clear message that women represent power and success, and they give other women and girls something worthwhile to emulate.

Kudos to The Limited for listening, responding, and demonstrating that in the 21st century, the face of leadership has changed. And she rocks.


As the CEO & Founder of East Tenth Group, Michelle leverages 25 years of business and experience as a strategic advisor and executive coach to help drive actionable people solutions and provide practical insights on business strategy to senior leaders. she and her team and are fiercely committed to the development and growth of people and companies because we believe that when people thrive, business thrives.

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