Wrangler named British model and rock royalty offspring Georgia May Jagger the face of its Spring/Summer 2022 women’s Heritage line. It’s familiar territory for Jagger, who starred in the brand’s Spring/Summer 2021 collection centered on retro fits and upbeat prints and patterns.
The Heritage range is marked by the brand’s trademark Western influences like denim shirting and cotton jeans, with pops of psychedelic and Americana prints. Jeans span flare, wide-leg, straight and skinny fits, with a classic denim jacket with retro branding rounding out the collection. Key items for spring include a terra-cotta chore jacket, workwear-inspired overalls, cutoff shorts and jeans accented with sun-themed embroideries.
“I genuinely love the Wrangler brand,” Jagger said. “My earliest memory of the brand has to be old images of my mum wearing Wrangler, so I feel connected to it. It made sense to continue working together.”
Jagger, whose parents are The Rolling Stones front man Mick Jagger and model and actress Jerry Hall, expressed her affinity for the colorful denim injected into Wrangler’s collection—a common theme for spring, as fashion adopts a dopamine theme of bright hues and prints.
The collection lands during Women’s History Month. To further mark its support of women, Wrangler debuted a special video centered on female rodeo athletes, including barrel racer Nellie Miller and breakaway roping champion Madison Outhier. The video follows the story of a young trick rider practicing her craft at Three River, California’s Riata Ranch dedicated to training girls on the sport. To support the organization, Wrangler donated performance pieces to the nonprofit to help them “embrace the cowgirl spirit.”
Women’s denim is a major focus for the brand, which in a Q4 2021 earnings call identified the segment as the current most popular category in its wheelhouse. In fiscal 2021, Wrangler’s U.S. women’s business grew 84 percent from the year prior, thanks to premium partnerships and marketing and higher AURs.
Last year, the brand expanded its outdoor ATG line to include women. The Kontoor Brands-owned denim label introduced the ATG range in 2019 with a men’s collection featuring durable, high-performance clothing designed for everyday wear, and includes technical elements such as built-in UPF 50 protection and water repelling, quick-dry material.
Female-focused campaigns are just one fraction of the tailored marketing pushes Wrangler has planned for the year. Its 75th anniversary celebrations will continue throughout 2022, with more campaigns and events to come.