(Blue) sky’s the limit for JJXX as it launches with 300 female influencers
Danish clothing company Bestseller has launched JJXX, a new denim line primarily targeted at a young, female demographic.
Originally slated to launch in October, the label instead went live on September 9.
A major influencer campaign accompanied the launch, designed to “create awareness and reach as many young women as possible,” the brand said. To illustrate this, it flagged how JJXX had already worked with 300 international influencers at the time of launch.
“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,” commented JJXX and Jack & Jones brand director, Anders Gam.
The brand said that follower count was not the deciding factor in its influencer selection process. Rather, a demonstrated “appetite for life” and perceptible sense of adventure, strength and community were all highlighted as of greater importance to the brand.
“It’s time for more - it’s time for the girls,” the company, which has operated Jack & Jones menswear for over 30 years, concluded.
Image: JJXX.
 sky’s the limit for JJXX as it launches with 300 female influencers )