Alexis Jones is Changing the World—One Girl at a Time - Neiman Marcus
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Alexis Jones is Changing the World—One Girl at a Time

Nicole Jordan

October 27, 2016

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Alexis Jones was “an insecure college girl, trying to figure it all out” when she first started making noise through I Am That Girl (IATG). “The truth is, I started it because I needed it,” says the Austin, TX., native. She was a sophomore at the University of Southern California when she snagged the lead role in The Vagina Monologues, the progressive women’s play written by Eve Ensler. Women’s issues were top of mind, and she had an idea.

“Girls have a lot of conversations about things that don’t matter: boys, clothes, shoes, gossip, and I thought what if once a week we had a conversation about things that did matter?”

Jones invited girls from her sorority to an informal meeting, and six showed up. Six weeks later, that number had risen to 347.

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Today, IATG is a nonprofit organization with more than 180 local chapters and an online community of nearly 1 million. Through the organization, young women from across the globe are interacting daily, encouraging each other through candid conversation, and challenging cultural standards “for how girls treat themselves, each other, and the world.”

“We have to acknowledge the impossible expectations girls are expected to achieve today,” she says, “and help them create authentic confidence and learn to source their sense of worth from within.”

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As for Jones, a self-proclaimed “all-American, Texas tomboy,” she couldn’t be further from the self-doubting sophomore she once was. In 2006, she earned her Master’s degree in communication from USC and officially launched IATG as a 501(c)(3).

In the decade since, she’s lectured the United Nations, The White House, Harvard Business School, Stanford University, and NASA. She was featured as one of AOL’s Makers in 2012, putting her in a class of noisemakers, which includes Oprah Winfrey, Hillary Clinton, and Sheryl Sandberg.

In 2014, she added published author to her CV with the release of I Am That Girl the book—“a sort of manifesto” for the organization. “Really, it’s just a long love letter to girls and to myself. It’s something to inspire girls to believe their voices matter and they’re capable of anything.”

Believing in the IATG mission, Creed partnered with Jones for the launch of Aventus for Her, inspired by strong, powerful women. It’s a natural fit. Creed’s #EmpoweredElegance campaign in celebration of the fragrance is all about empowering the next generation of women.

The fragrance house also donated $25,000 to IATG—money that will surely go to good use as Jones introduces her newest venture, ProtectHer, this March. The educational program is designed to teach male college athletes about healthy relationships, consent, and the importance of respecting girls and women.

Carrying the torch for such an enormous cause is no small thing. But Jones is up for the challenge.

“I believe we’re built with a specific purpose and when that purpose is tethered to our passion, anything is possible,” she says. “I was put on this planet to protect girls. I don’t spend much time contemplating changing the world. I just wake up and do what I love.”

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