JJXX, a new brand of womenswear, has joined Jack and Jones. It launched its first collection and ambitious campaign to reach young women.
The brand offers branded sweaters, knitted jumpers and leather trousers as well as poplin shirts. There is a strong emphasis on denim products that are dependable for women.
JJXX launched the brand by partnering with approximately 300 micro-influencers around the globe. The brand suggested that it doesn’t matter how many followers they have, but only “how they express themselves” and “how closely they align with the brand’s core values.”
Anders Gam, Jack & Jones and JJXX brand director, said, “The different girls have been carefully selected with a concentration on their charisma and their style. All of the girls are a representation of our brand personality: they are strong and happy, independent, confident, free, and proud. They are strong and have a unique personality, just like JJXX.”
Bruna Rizk, Amaka Hamelijnck and Bruna Rizk, a Dutch best friend, and Ines Jimm, a Spanish artist, and Greta Menardo, an Italian windsurfer, participated in the brand collaboration. Each posted images of their latest collection on social media.
The JJXX brand was first announced to be a part of JJack & Jones last year. They stated that the company would be expanding into womenswear and bringing with them its experience and knowledge in the denim market.
The brand and collection are now sold in European stores and on the cobranded e-commerce website, alongside parent retailer Jack and Jones.