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Gloria Vanderbilt Taps Priyanka Chopra Jonas for New Campaign

Nearly 50 years after “Jeans Queen” Gloria Vanderbilt introduced the first designer women’s jeans, the brand is celebrating her legacy with a new campaign featuring actress, producer and philanthropist Priyanka Chopra Jonas.

The “I have needs. Fit them” ad campaign is meant to inspire women everywhere to come together to speak up for what they want.

The brand, owned by One Jeanswear Group, said it selected Chopra Jonas as the voice for the campaign for her “pioneering spirit.” “She balances a career [while] standing up for what she believes in and that means advocating for women. She represents everything the brand stands for,” the company stated.

Previous campaigns by the brand have feature Iman, Helena Christensen and Gisele Bündchen.

Gloria Vanderbilt’s bestselling Amanda jean, one of the brand’s original fits, is the focal point of the campaign.

Launching on Aug. 1, the campaign will coincide with the brand’s first-ever e-commerce website. It will also live on its digital, social and in-store channels. Gloria Vanderbilt jeans are sold through Kohl’s, Macy’s, Belk, JCPenney and Amazon.

The Gloria Vanderbilt brand has been back in the fashion spotlight lately. A collaboration Christian Siriano teased at New York Fashion Week is slated to launch this fall.

In April, The NPD Group’s inaugural Denim Retail Performance Awards named Gloria Vanderbilt the best women’s plus-sized jeans brand . The awards honor the top-performing brands based on U.S. sales revenue last year, compiled through the company’s Retail Tracking Service.