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Jockey International Inc. will launch its new Redefining Comfort advertising campaign Wednesday featuring Rachel Zoe-endorsed “Must-Haves.”

The campaign was created to convey a more glamorous side of classic Jockey products, and aims to challenge the perception that comfort and glamour cannot coexist, said Matthew Waller, communications manager at Jockey.

This story first appeared in the October 15, 2013 issue of WWD. Subscribe Today.

The brand first partnered with Zoe in July 2012. The collaboration has allowed Jockey to expand its consumer base with younger, more fashion-conscious women, said Waller.

Much like Zoe’s contemporary take on fashion, the campaign evokes a modern woman with imagery that focuses on the personal and intimate moments a woman goes through while getting dressed, whether it’s for work or a special evening. Headlines for four images include “Comfort Just Got Chic,” “Comfort Just Got Glam,” “Comfort Just Got Sleek” and “Comfort Just Got Flirty.”

Zoe’s image is silhouetted at the bottom of each ad with fashion advice on a Jockey product such as the Flirty message: “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”

“This new marketing campaign really brings to life the idea that women can really feel pretty, sexy, flirty, superfeminine and always comfortable — which is beyond important,” said Zoe, who styled the campaign shoot.

The Jockey collection, including items curated as Zoe’s “Must-Haves,” include thongs and boy-cut shorts with lace and laser-cut edges, as well as Skimmies — a sleek slipshort that smooths like a slip and covers the thighs like a pair of shorts.

Dustin Cohn, Jockey’s chief marketing officer, said the partnership with Zoe has received strong consumer reaction.

“This new campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It’s a new edgier side of Jockey,” explained Cohn.

He further noted, “This collaboration has enabled us reach a new and younger consumer who is fashion-conscious and on-trend, and that’s what Rachel is all about.”

The multimillion-dollar, multiplatform print and digital campaign was photographed by Gomillion & Leupold. It will also be marketed via Jockey’s social media, point-of-sale materials and signage at stores, as well as consumer activations through Los Angeles-based The campaign, which will feature online videos, will be expanded for spring to include outdoor advertising, said Cohn.

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