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J BRAND BRANDING: J Brand is finding out the benefits of new ownership. On the heels of its acquisition earlier this year by Star Avenue Capital LLC, the denim label has launched its largest advertising drive to date with a fall campaign shot by Patrick Demarchelier. The multimillion-dollar media buy — up 140 percent from last year — includes 15 titles through November, including Vogue, W, Elle, Vanity Fair, InStyle, Harper’s Bazaar, Teen Vogue and V. Men’s images will appear in GQ, Nylon Guys and Paper. The elegant campaign, which features Lily Aldridge and Sean El-Abd, is a move away from last season’s sexier, trendier images shot by Terry Richardson.
“Our business is up 50 percent over last year and we are investing in the brand,” said Jeff Rudes, chief executive officer and founder of J Brand. The company is on track to ring up sales of $85 million this year.
Also this fall, J Brand will unveil collaborations with five British designers, each of whose limited edition jeans will be sold at one top U.K. store. These include Christopher Kane to be sold at Harvey Nichols, Erdem Moralioglu at Harrods, Meadham Kirchhoff at Browns, Peter Pilotto at Selfridges and Richard Nicoll at Liberty. Additionally, all five collaborations will be available on Net-a-porter.com. Priced between 250 pounds and 600 pounds, or $380 to $912 at current exchange, only 300 to 500 pairs of each style will be produced and will first hit stores for the U.K.’s Fashion’s Night Out event on Sept. 8. — David Lipke