(Filed Under wholesale Lingerie News). Jockey International has partnered with celebrity stylist and television personality Rachel Zoe for its new marketing campaign, “Redefining Comfort,” challenging the perception that comfortable underwear can’t be fashionable.
The brand’s marketing push centers on Zoe’s “Must-Haves,” key pieces curated by the fashion maven, such as Jockey’s Clean Edge low-rise, laser-cut thongs and boyshorts that disappear under clothes; slimming Skimmies Slipshorts; semi-sheer Lacy Dot string bikinis and hip huggers; and various Jockey shapewear items in tank and slip silhouettes.
“It’s a new, edgier side of Jockey, marrying the comfort and quality we are known for with the undeniable style synonymous with Rachel,” Jockey Chief Marketing Officer Dustin Cohn said in a statement. “Rachel is someone women look to as the authority on style and is therefore the ideal ambassador to promote the campaign’s message: underwear can have it all.”
Zoe first partnered with Jockey in July 2012, aiming to draw in a younger, more fashion-forward demographic for the underwear giant.
“As a longtime fan of Jockey, I feel honored to be an integral part of the evolution of this iconic brand,” Zoe stated. “This new marketing campaign really brings to life the idea that women can feel pretty, sexy, flirty, super feminine and always comfortable — which is beyond important.”
Styles, videos and imagery for the campaign can be found at www.jockey.com/zoe.
Jockey International Inc. is a leading manufacturer and marketer of apparel products sold in more than 120 countries. The company was established in 1876 and is headquartered in Kenosha, Wis.
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