Georgia May Jagger is new face of Wrangler Women's Heritage collection
Kontoor Brands’s giant jeans brand Wrangler has signed up British model Georgia May Jagger to front its Women’s Heritage Collection that originally launched last autumn.
Jagger was photographed by Cass Bird in New York City for the new ‘Turn Heads. Capture Hearts’ campaign. The company said its tagline “nods to how the Wrangler woman confidently commands attention while living by her own rules”.
With hopes that the easing of lockdowns in some markets could lead to a denim boom, jeans makers are gearing up for a major promotional blitz and a high-profile face is always an asset in such situations.
The new creative will appear in print, digital and in-store displays in North America, Europe (when stores are allowed to open), Asia and South America.
The brand’s global design VP Vivian Rivetti said the celebrity model’s “entrepreneurial spirit and swagger personifies how the Women’s Heritage Collection is designed to make women feel. Georgia moves through the world with confidence and we’re excited for her to lend her style and authentic spirit to help us bring the collection to life”.
As the name suggests, the collection takes inspiration from the brand’s archive, being built around the 0936 Wrangler Cowboy Cut slim fit men’s jean, but “with a figure-flattering top block that hugs from the waist to the hips”.
There are five styles that include the global best-selling Wild West (a straight leg), the North American best-selling Wanderer (a flare), the exaggerated bootcut Westward, the skinny Wriggler, and the exaggerated wide leg Worldwide.
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