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NYDJ Hires New CFO; Debuts Body Positive Campaign

NYDJ is adding even more denim industry experience to its team.

The women’s denim label named Jennifer Adams CFO and COO. Since 2013, Adams as has served as the CFO and operations leader for The Collected Group, which consists of the Joie, Current Elliot and Equipment brands. During her tenure at The Collected Group, Adams helped design and implement a business model that served as the blueprint for growth on a multi-channel global platform.

Adams also spent eight years at VF Corporation serving as CFO for 7 For All Mankind and JanSport. At 7 for All Mankind, she was responsible for the successful integration of the brand into the company’s portfolio.

While at VF, Adams was instrumental in the development of the strategic business and financial model which ultimately resulted in significantly improved financial results for the organization. She worked with senior leadership to improve operating efficiency and earnings potential through various means, including the optimization of the supply chain, direct-to-consumer expansion and worldwide brand alignment.

Additionally, NYDJ unveiled a Mother’s Day video this week encouraging mothers and daughters to be bold and confident in their own skin (and denim).

For the campaign, NYDJ leverages the phrase “perfect the way you are” across all touch points. The emotional storytelling was inspired by Sarah Koppelkam’s viral Huffington Post article about ways mothers should talk to their daughters about their body.

The brand has been long-time advocate for body positivity. Last year it launched a nation-wide search for real women of all shapes and sizes to star in its Fall ’17 campaign.

The Mother’s Day content will be shared on NYDJ’s website, e-mail and social platforms until May 13 and is supported by influencers like blogger Kelly Augustine and surfer Anastasia Ashley, who will share the brand’s message across their social media channels.