Bestseller's JJXX brand launches with major influencer link-up

By

Sandra Halliday

Published
Sep 10, 2021

Danish fashion retail giant Bestseller has launched its first collection under the new JJXX denim label that’s linked to its Jack & Jones masterbrand.

It marks its new spotlight on womenswear after the brand’s more than three decades focused on menswear.

For the launch, it has teamed up with a big group (300, in fact) of international influencers to make an impact with its first-ever campaign. The company said it wants to “create awareness and reach as many young women as possible”.

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It has selected the influencers with “a focus on their charisma, their style, and their individual interests”, Jack & Jones brand director Anders Gam said. “All the girls represent our brand personality — they are strong, happy, independent, confident, and free. They have power and a personality that gives them an edge and sets them apart from others – just like JJXX”.

The company also said it doesn’t matter how many followers they have. What counts is “how they express their personality, how they carry themselves, and how they match the brand’s core values”.

The influencers are also a mixed international group with the retailer working, for example, with best friends Bruna Rizk and Amaka Hamelijnck in the Netherlands, artist Inés Jimm in Spain and kite surfer Greta Menardo it Italy.