Jordache campaign featuring Alessandra Ambrosio

Jordache is all grown up.

In 2018, the denim brand will celebrate its 40th anniversary, and as it works to finalize the plans for next year’s milestone, it’s focusing on the task at hand — its fall marketing campaign.

For the campaign, which will launch mid-month, Jordache has turned to Brazilian model, actress and entrepreneur Alessandra Ambrosio, who will appear with her eight-year-old daughter, Anja. They will be the new faces of the company’s women’s and girls’ collections and mark the first mother-daughter duo to feature in a Jordache campaign.

Jordache was founded in 1978 by Joe, Ralph and Avi Nakash and with its sexy fit and marketing campaigns was one of the leaders of the designer denim movement in the Eighties and Nineties. The brand now has a core collection that it sells at Wal-Mart as well as a higher-priced Jordache Legacy collection that is retailed at department stores such as Bloomingdale’s. The privately held brand would not disclose sales figures, but manufactures close to 20 million pairs of branded and private label jeans every year.

The fall campaign, which was shot by Cass Bird, art directed by PSA and styled by Kate Young, will be used for both labels.

Liz Berlinger, the longtime president of Jordache, said of the campaign with Ambrosio and her daughter: “With our 40th anniversary on the horizon, we wanted to draw on the brand’s fun-loving, disco history by highlighting our famous stretch denim fits, embracing optimism and self-expression. This beautiful mother-daughter duo reflects the iconic Jordache look: vibrant, playful and fun in a multigenerational way.”

Jordache campaign featuring Alessandra Ambrosio and her daughter

Jordache campaign featuring Alessandra Ambrosio and her daughter  Cass Bird

Berlinger said the mother-daughter bond that is evident in the ads was also key to the brand’s messaging. “They have such chemistry and are both so beautiful, sincere and real,” she said. “They represent just what we wanted.”

The ads are also intended to speak to female empowerment. “We didn’t want to do sexy and vampy like when we started, but rather focus on career and family,” she said.

Ambrosio said being the face at “such an important brand moment is really an honor and what’s even more exciting is that I got to do it with my best friend, my daughter Anja.” She said her daughter “has so much energy and is silly and makes everyone laugh. I don’t know if I would even consider it work as we really got to goof around and play on the set  I really enjoyed standing on the side and watching her do her own thing as well. I think the final images really show the bond we have as well as how much fun we have spending time with each other.”

The brand filmed a video of the two during the shoot that will be used on Jordache’s social media platforms. The ads will run in digital, outdoor and in-store channels, she said.

Although the 40th anniversary plan is still being formulated, it will definitely include references to dance and movement and the brand’s stretch denim, Berlinger said. There will be special collaborations as well that will draw from the brand’s rich archives.  And Jordache’s signature horse head logo and back-pocket stitching will make their return.