Jeanswest managing director George Yeung is ignoring Karl Lagerfeld’s ultimate fashion rule by looking back to the good old days and greatest hits of his business to mark its 50th anniversary.
Model Chloe Maxwell has gone from being the Jeanswest girl in the nineties to the Jeanswest woman today. Maxwell was able to move on from representing Jeanswest to becoming a familiar television presented in the 2000s. Here Maxwell attended an event for her modelling agency Chic in Sydney. With her signature catchphrase updated to “Jeanswest still fits best,” Maxwell returns to front the denim brand, in a move the company hopes will bring Generation X shoppers with her.
“We have an outstanding retail footprint with 113 stores,” says Jeanswest marketing manager Helen Soldatos. “We are still a big retailer and will be opening two new stores in September. This campaign is an opportunity for us to build on the brand equity from Chloe’s first appearance as a denim destination.”
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