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NYDJ Launches New Body Positivity Campaign

Known for its inclusive denim, NYDJ launched a new campaign last week that showcases one pair of jeans on 10 different models—and the models it selected hold significant meaning.

For its latest “More than a number” campaign, NYDJ called on the help of its own employees to model the Marilyn Straight Jean. The women included in the campaign represent different ages, ethnicities and heights to demonstrate the versatility of both the brand and its bestselling $109 jean. The models’ sizes range from 00-22W.

Consumers can browse a carousel online to see how the jeans fit ten different body shapes and learn why the women of NYDJ are proud to be part of the brand’s mission to make women look and feel their best, the company stated.

“NYDJ’s value of inclusion extends far beyond just our size range—as a company, we strive to exude confidence to our customers and employees,” said NYDJ CEO and president Lisa Collier. “I love that the company is composed of strong female leaders who inspire a culture where women support one another’s voices and successes. Everyone is different, and we should be celebrating those differences—that is what this movement and campaign is really about.”

The company was founded on the concept of inclusive sizing long before it became an industry-wide movement. It branded itself as “not your daughter’s jeans,” and for years has offered 66 sizes consisting of regular, petite, plus, tall and short.

Previous NYDJ campaigns fall in line with the brand’s emphasis on body positivity. In 2018, it launched a Mother’s Day campaign that centered on the message “perfect the way you are.” The brand has also hosted open casting calls in malls across the U.S. to find women of all shapes and sizes to star in its Fall ’17 campaign.