Reese Witherspoon announced Sunnie, a Gen Z-focused spin-off of her Hello Sunshine label, at the Cannes Lions festival on Wednesday.

Witherspoon described Sunnie as a celebration of young womens creativity, curiosity and agency, giving them the tools and community to navigate lifes challenges while embracing their authentic selves.

The multi-platform brand will feature collaborations with such Gen Z creators and celebrities as YouTuber Lana Condor, Canadian high diver and social media personality Molly Carlson, and Young Sheldon actress Raegan Revord. The group announced strategic alliances with organizations including AnitaB.org, Child Mind Institute, IF/THEN Initiative, and Purdue University, which will serve as the brands official university partner. The Sunnie ecosystem will span social content, digital zines, book clubs, custom curriculum, and real-world events. The initiative was announced a day after Witherspoons Reeses Book Club signed a podcast deal with iHeartMedia.

Young women despite the many pressures they face are intentionally creating space for joy,said Maureen Polo, head of direct to consumer at Hello Sunshine. Theyre writing their own stories, setting boundaries, finding community, and embracing both digital and real-world connections on their terms. And yet, 75 percent say advertising rarely reflects how they actually talk, dress, or act a clear signal that the industry still isnt truly seeing them. Sunnie will support and amplify these efforts, providing content, curriculum, and experiences that resonate with how they actually live their lives, not how adults assume they do.

Launched by Witherspoon and CEO and Sarah Harden in 2016, Hello Sunshine has produced such TV series as Big Little Lies and The Morning Show. It was acquired by Kevin Mayer and Tom Staggs Candle Media in 2021.