Jockey International Inc. is trying out a new strategy and going glamorous with the help of stylist to the stars Rachel Zoe.
The undergarments company is launching its new Redefining Comfort campaign with an assist from Zoe, who has lent her popular ‘Must-Haves’ to the company.
The 42-year-old fashion maven appears at the bottom of each ad doling out sartorial advice like: “It’s time comfort made you feel beautiful too. In the low-rise Jockey Lacy Dot Hip Hugger, you can look chic and feel super comfy. Check out jockey.com/zoe.”
The goal of the campaign is to reveal the more glamorous side of classic Jockey products, attempting to prove that comfort and glamour can happily coexist. Headlines for the four images include “Comfort Just Got Chic,” “Comfort Just Got Glam,” “Comfort Just Got Sleek” and “Comfort Just Got Flirty.”
Jockey first worked with Zoe back in July 2012 and has since helped bring a younger, more fashion conscious demographic to the brand.
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