NYDJ concluded its National Fit Tour last weekend at Roosevelt Field in East Garden City, New York.
The tour, which stopped in San Diego, Calif. and Minneapolis, Minn. before making its final stop at the Long Island mall, called for NYDJ fans to participate in its search of “real life” fit models.
The experience included professional hair and makeup, styling by celebrity stylist Inge Fonteyne and a photo shoot with fashion photographer Dewey Nicks, offering women the opportunity to be featured in the brand’s Fall ’17 advertising campaign, set to be released in July.
The brand’s fall campaign will emphasize how women of all ages and size individualize their look while wearing NYDJ’s comfort stretch denim.
“Our consumer is really all about comfort, so comfort is one of the key elements that we consider when designing for our consumer,” said NYDJ CMO and Executive VP Katie Foster. “We’re not going in the rigid denim direction, but we are doing is bringing some of the authenticity of the real look of denim with some of the authentic washes with the high performance stretch and comfort that she’s used to from NYDJ.”
For Fall ’17, NYDJ is introducing a new fabrication with temperature regulation properties and trend stories focused on ankle details.
“We believe that the ankle is continuing to go through fall so we’re continuing to push that along with the released hems and ankle interest. We’re seeing a lot more embellishment come thru into fall into holiday,” said Foster. “The patching and the embroidery is back again, it’s bringing that concept of individuality to the consumer.”