NYDJ ON TOUR: NYDJ will take its Fit Is Everything campaign on the road. For the first time, the brand will travel to three different malls across the country and will conduct open casting calls to fit consumers in their jeans and photograph them on the spot for a chance to appear in the brand’s fall national ad campaign.
The tour begins this Saturday at Fashion Valley in San Diego. It then goes to Mall of America in Minneapolis on April 22, and Roosevelt Field in Garden City, N.Y., on April 29. The event takes place from 11 a.m. to 6 p.m. at all three stops on the malls’ first floor.
Everyone who attends can go through the activation, and following the National Fit Tour, NYDJ will select images from each location that will make the final 2017 campaign.
Fashion photographer Dewey Nicks will shoot the campaign at each mall location, and stylist Inge Fonteyne will style each participant. NYDJ will provide hair and makeup from local salons.
Known for its Original Slimming Fit jeans, which slim in the front and lift in the back, NYDJ has been the number-one denim brand at department stores since 2011. Made to fit every body, the brand is sold in over 7,000 global points of retail distribution.
During the National Fit Tour, NYDJ will give back to women in need through a partnership with Clothes 4 Souls, which collects new and used clothing and distributes via both direct donations to people in need and through qualified micro-enterprise programs designed to create jobs in disadvantaged communities. For every pair of jeans tried on throughout the National Fit Tour, NYDJ will donate an item of clothing to the organization.