Jonas tie-up to bring Scotch & Soda to fresh audience
Amsterdam-based fashion brand Scotch & Soda has unveiled its autumn-winter 2024 campaign, starring, and designed in collaboration with, singer Joe Jonas.
Founded in 1985, the Scotch & Soda brand was bought last year by Bluestar Alliance, a New York-based brand management company, which said it aims to “reinvigorate the long-adored brand”.
As ambassador, Jonas models both his capsule collection as well as the mainline Scotch & Soda range.
For the capsule, Jonas assumed creative control, from the range of styles, silhouettes, fabrications, prints and trims, to the campaign imagery.
Eran Kaim, chief product officer, said: "Joe's unique creative eye and distinct sense of style, married with the expert design in the core categories that Scotch & Soda is known for - which includes denim, knitwear and tees - has proven to be the perfect combination and we're very honoured to bring his vision to life."
Joey Gabbay, CEO of Bluestar Alliance, added: "Joe Jonas is one of the most dynamic, creative voices of his generation. The launch of this partnership is a fundamental component of Scotch & Soda's growth, and allows us to celebrate incredible artistic talent, while exposing new consumers to the brand in the US and around the globe.”
