Joe’s, the premium denim lifestyle brand, has partnered with writers and actresses Erin and Sara Foster on a capsule collection and ad campaign.
The sisters were lensed in Malibu, Calif., by Mike Rosenthal, and styled by their sister, Jordan Foster. The ads break today.
In addition to appearing as the faces of the brand, which is sold at retailers such as Bloomingdale’s, Saks Fifth Avenue, Neiman Marcus and nordstrom.com, as well as Joe’s freestanding boutiques and joejeans.com, Erin and Sara Foster will introduce a capsule collection as part of the spring 2020 line.
The sisters infuse their personal styles under the label “Favorite Daughter for Joe’s.” The collaboration will include each of the sister’s favorite fitting jeans: The Sara, a super high-rise skinny, and The Erin, a high-rise straight. Both fits will be offered in three washes. The collection will include their versions of the “perfect cargo pant,” and a range of additional sportswear. Retail prices range from $98 to $298 and the capsule will launch in late April.
Suzy Biszantz, chief executive officer of Joe’s Jeans, said this latest partnership is an example of the company’s commitment to evolve the brand with fresh concepts and collaboration.
“Stemming from the strategic plan we created three years ago, we continue to look for innovative ways to inspire our existing customers while attracting new ones to Joe’s. This partnership with the Foster sisters speaks to our desire to engage the social community with our brand in different ways by stepping outside of the box, tapping into relevant personalities that we feel not only elevate the brand but will also speak to the consumer.”
“We’ve been trying to be the faces of something for a long time, and we’re so excited it’s with Joe’s. We can finally add modeling to our résumés and having the opportunity to create a collaboration with Joe’s was an amazing experience,” said Erin Foster. “They truly helped us make the perfect jeans that we would wear every day, and we really hope to outsell each other, as this is now a full-fledged competition,” said Sara Foster.
The capsule will be sold on joesjeans.com, in Joe’s boutiques and in select retail and specialty stores.
The ad campaign will appear in digital, outdoor and print throughout the season.
Last month, WWD reported that Joe’s Jeans tapped jewelry designer/influencer Stephanie Gottlieb for a collaboration. The capsule collection — Gottlieb’s first venture into denim — features four limited-edition styles with crystal embellishments. Last spring, Joe’s Jeans tapped Danielle Bernstein of the fashion blog We Wore What for its first influencer product collaboration and reunited for a second collaboration last fall.
Joe’s Jeans is a division of Centric Brands Inc.
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