Gloria Vanderbilt Jeans has kicked off a new fall campaign starring actress/producer Priyanka Chopra Jonas.
The “I HAVE NEEDS. FIT THEM” effort, created with gotham, celebrates the legacy left by fashion icon Gloria Vanderbilt, who was one of the first designers to create jeans specifically for women almost 50 years ago.
“The I HAVE NEEDS. FIT THEM campaign celebrates the legacy left by Gloria Vanderbilt as the first designer jeans brand that consistently uses a woman’s point of view to influence the design,” said Jack Gross, CEO at ONE Jeanswear Group, in a statement shared with Brand Innovators.
The fall campaign is meant to inspire women to speak up for what they want. Jonas wears the iconic Amanda Series jeans in the new effort, which includes digital and video spots.
“Priyanka embodies everything our brand stands for as someone who wants to inspire women to put themselves first,” added Gross. “And our all-woman design team ensures we’re not only designing jeans with women in mind, but that our designs are on the forefront of fashion technology and sustainability which has allowed our brand to consistently be known for its fit – and stand the test of time.”
The campaign drops ahead of the company’s 50th anniversary, a milestone the company wanted to mark by celebrating their legacy in a modern way.
“Fashion icon and trailblazer Gloria Vanderbilt represents what happens when one woman puts herself first,” said Hans Dorsinville, chief creative officer at gotham, in a statement shared. “This is the legacy she created with Gloria Vanderbilt Jeans and the inspiration behind the creative for the campaign. We hope women everywhere will be inspired to do the same.”
