Sarah Jessica Parker Is the New Face of Jordache
Photo: Michael Thompson for Jordache via WWD
Hold your horses! Sarah Jessica Parker just landed a modeling gig—and not for her namesake footwear line: The 50-year-old actress, known best for her role as Carrie Bradshaw in Sex and the City, has been named the new face of Jordache.
But wait, there’s more! In an effort to rebrand (and join the 21st century), the denim label that rose to fame in the late 1970s and ‘80s for its sexy, trendy fits is also introducing e-commerce. According to WWD, the new “Jordache Look” collection—which Parker will front—will be available online, and will include updated versions of the styles retro that brought in Jordache’s customers several decades ago. Jordache Look will be priced competitively, ringing in at $89 to $149 a pop.
Additionally, Jordache Look will feature a more artisanal, higher-priced component, including one-of-a-kind restyled vintage jeans and a leather jacket, ranging from $300 to $500. Given their affinity for seemingly anything authentic and vintage—and assuming the fit stays true to the originals—we have a feeling fashion people will be having a field day.
As for SJP (who will also be modeling the lower-priced ‘Jordache Collection,’ available at Wal-Mart), she follows a string of other famous faces who’ve squeezed into Jordache jeans since its revival, including Heidi Klum, Elizabeth Hurley, and the late Brittany Murphy.
Jordache president Liz Berlinger described the brand’s newest spokesmodel as “an iconic celebrity with an iconic brand.”
And clearly, the feeling’s mutual. Said Parker, “I’ve been a fan of Jordache for many years.”
Expect to see SJP’s campaign soon in magazines and online soon—and presumably, a noticeable increase in sales for Jordache. Because really: If Carrie Bradshaw can’t convince the women of America that a piece of clothing is cool… who can?
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