denim ad-campaign

The other day I was checking out what’s new in denim at Barney’s and couldn’t believe my eyes! Right there in the middle of all there is in best denims, there was a whole rack full of – yeah – Jordache jeans.

Remember – Originally launched in 1978, Jordache had a cult-following with the era’s brightest stars, artists, and fashion elite, and was known for its memorable ad campaigns that broke barriers for the time. The Jordache jingle, “You got the look I want to know better” remains one of the most iconic and referenced TV jingles of all time.

So I became really curious and contacted Jordache to know more about this new launch:

“Marking the launch of its new premium denim collection, Jordache launched a digitally-driven global ad campaign.

Carine Roitfeld, founder and editor-in-chief of CR Fashion Book, styled the campaign, and collaborated with photographer Brianna Capozzi for creative direction.

Roitfeld’s creative production agency, founded along with her son, Vladimir Restoin Roitfeld, CR Studio, produced the campaign which features actress Cami Morrone on location at the picturesque Wolffer Estate in the Hamptons.

For the creative, Roitfeld and Capozzi put a modern and humorous spin on the traditionally dramatic Spaghetti Western. The campaign features Morrone wearing core styles from the collection as she offers a tongue-in-cheek performance as a ranch hand. Stills and video capture her as a strong, sexy woman with a lighthearted attitude about life on a ranch.

“I’ve always admired the daring and heritage of Jordache, a brand that has defied conventions since the 70’s. Even its logo, the horse, is a story all on its own. Being able to work with my friends Brianna and Cami on the campaign was a real treat—they have such great energy. We wanted to show that today’s modern woman can be sexy and still have a
sense of humor, and what better place than the wild west!”

“I was thrilled to work with the Jordache team, Carine and Camila on this campaign,” said Capozzi. “One of the things I love about Cami is that she’s full of energy and knows how to have fun. Carine and I wanted this campaign to feel fresh and alive while preserving the brand’s unique long-standing DNA. And we knew Cami could achieve that. It’s a modern
Western!”

As Jordache turns 40, the brand is also re-thinking its communications approach, embracing a digital-first strategy and socially-powered mindset. The digital campaign will be amplified through high impact outdoor ads in several key markets throughout the holiday season.”

The new premium denim collection is available at Barney’s and at select retailers worldwide.

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