Kenosha-based Jockey International Inc. on Wednesday announced the launch of its new marketing campaign, “Redefining Comfort,” for the Jockey collection as preferred by Rachel Zoe.
The new campaign conveys confidence and a more glamorous side of Jockey and aims to challenge the perception that comfort and fashion can’t co-exist. The new campaign builds on the brand’s partnership with 2013 “Stylist of the Year” and fashion icon. Jockey and Zoe started working together in July 2012.
The campaign’s creative elements were conceptualized with the modern woman in mind. She is someone who’s confident, happy, on-the-go and always chic.
“This new marketing campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It’s a new, edgier side of Jockey, marrying the comfort and quality we are known and loved for, with the undeniable style synonymous with Rachel,” said Dustin Cohn, chief marketing officer at Jockey. “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.”
“As a long-time fan of Jockey, I feel honored to be an integral part of the evolution of this iconic brand,” Zoe said. “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.”