As a part of NYDJ’s Fit To Be campaign, the brand has partnered with host Amanda de Cadenet to create a series of candid videos with the celebrity Fit To Be cast.
Dubbed #FitToBe Real, the videos have a girlfriend-to-girlfriend vibe, as viewers get up close and personal with the cast as they discuss a range of topics that resonate with women, including empowerment, confidence and naturally, jeans.
NYDJ’s Fit To Be campaign, which bowed for spring, features Christie Brinkley, model and body activist Ashley Graham, actress Bridget Moynahan and model-designer Lana Ogilvie. The campaign is meant to demonstrate that NYDJ jeans that fit all ages, shapes and sizes.
The company said Fit To Be is inspired by the special moment a woman experiences when she puts on the jeans and feels “sexy, empowered, beautiful…NYDJ knows that a perfect fit has the power to transform, inspire and lift her spirits.”
A denim brand that believes in “inclusive fashion,” NYDJ will continue the Fit To Be campaign through 2016 with new fall imagery unveiled this month.
Founded in 2003 in Los Angeles, NYDJ is a denim and apparel brand designed by women for women. Renowned for pioneering the slimming denim category, every pair of NYDJ jeans and pants features its exclusive Lift Tuck Technology that slims in the front and lifts in the back, contouring a woman’s curves for a slimming, flattering fit. The technology is said to make customers look, feel and buy one size smaller.
NYDJ jeans come in women’s, petite, tall, plus and maternity denim sizes. It is sold in better department stores, two stand-alone locations that opened in the Roosevelt Field Mall in Garden City, N.Y., and the Scottsdale Square mall in Scottsdale, Ariz., last month, and over 7,000 global points of retail distribution.
NYDJ has been the number-one denim brand at department stores since 2011 by dollar volume, according to NPD Group Consumer Tracking Survey. NYDJ also features a range of sportswear offerings, including pants, tops and jackets.