HOW WE MADE RETRO PANTS A MILLENNIAL MUST-HAVE WARDROBE ESSENTIAL
Make it happen American apparel and global underwear specialist, Jockey, tasked Brazen with launching its first-ever women’s branded collaboration. ‘Jockey for Urban’ was a bespoke collaboration with high-street and online retailer, Urban Outfitters.
What we did Inspired by a much-loved image of throwback Jockey-branded packaging, Urban Outfitters reached out to the US Jockey design team to work on a new, retro-style product line together.
The two brands worked side-by-side to update archive Jockey styles to develop an exciting capsule collection for today’s millennials. The collection includes two exclusive underwear styles – a high-rise bikini and a women’s brief which features Jockey’s trademarked Y-front design.
Brazen was briefed to put the new intimates range centre stage using hard working press office techniques across a range of national, consumer and online media. The media list was highly targeted and agreed by both brands in advance to ensure the right young and stylish audience would be reached.
Working hand-in-hand with both brands, Brazen PR shot bespoke imagery that showcased Jockey’s great lingerie in a truly Urban Outfitters way. Each lifestyle shot epitomised the modern millennial woman in a strong, but feminine way, which would appeal to both national and consumer media.
Showcasing traditional PR as its best, the Jockey press office team at Brazen hammered the phones and worked its contacts to the max. The team pushed the resurgence of retro as a key trend and talked about the reinvention of the original Jockey look. These angles helped to make sure the collection captured media attention – placing the pants in key print titles and online pages.
Screen time Blanket national coverage including Metro, The Sunday Times STYLE, The Times Online, plus online hits on Yahoo! Style, sofeminine and FemaleFirst. With a PR reach of 162,737,292.