Baby-G bounces back with a bang

Recently re-launched fashion brand Baby-G has exploded back into the fashion arena.

Casio’s female-centric sub-brand, whose target audience consists of digital- and fashion-savvy young women, was a fashion icon of the ‘90s.

Casio has now given the former maestro the kiss of life it deserves, taking to social media to heavily promote its new collections.

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It has been particularly proactive on Instagram, hitting over 10,000 followers with over 900 uses of the campaign hashtag: #PRETTYTOUGHGIRLS. The brand estimates that the campaign and accompanying press coverage is estimated to have had a reach of over 110 million throughout 2015.

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