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The first collection of Jockey intimates endorsed by Rachel Zoe will be hitting stores this fall.
This story first appeared in the July 2, 2012 issue of WWD. Subscribe Today.
Zoe entered into a partnership earlier this year to promote a curated collection of “must have” underwear and shapewear by Jockey. All hangtags will feature a “Preferred by Rachel Zoe” tagline.
The exclusive collection will be launched at Jockey stores and jockey.com this month and will be rolled out in October to major retailers, including Macy’s, Lord & Taylor, Kohl’s and Bon-Ton stores.
“Style starts from within, and having the right foundation is critical to the ultimate success of your outfit. I love marrying comfort with style, and this new collection by Jockey does just that,” said Zoe.
The launch will be supported by a national print and outdoor advertising campaign in major markets such as New York, Los Angeles, Chicago, Dallas and Atlanta, as well as point-of-sale materials and a Webisode series this fall for a social-media campaign that will also appear on jockey.com. A media event that will feature Zoe and celebrities is being planned in Los Angeles in October.
Dustin Cohn, chief marketing officer at Jockey International, said the brand chose Zoe because she is a “design and fashion icon.”
“Jockey wanted to address a younger, more fashion-conscious consumer,” said Cohn.
The shapewear, which is described as “cotton-rich comfort meets all-day curve control,” will feature a unique patented three-panel design. Styles will include tanks, shorts, slips and briefs rendered in cotton-spandex. There will also be two lines of fashion-forward intimates, which will include bikinis, thongs, hipsters, boy-shorts and tanks. The bottoms will offer a “cheeky” cut and modern silhouettes in solid colors and graphic prints. Colors will include black, white, gray, vanilla, light beige, dark cherry and deep blue. Fabrications will include microfiber Modal and blends of nylon and spandex. Featuring a patented three-panel design, this new line includes tanks, shorts, slips and briefs that are fashionable, comfortable and slimming. The shapewear will retail from $26 to $57, and tops will sell for $21 and $24. Undies will be priced $10.50 each or three pairs for $27.