Australian retailer Jeanswest is launching a new campaign as it celebrates its 50th Year milestone.
Jeanswest product developers have looked through the archives to uncover denim styles from the 80s to today, as part of the campaign which launches on August 11.
Senior denim product developer Cerese Campbell said the fabric has been a staple for consumers in recent history.
“Denim is one of those incredible fabrics that the world celebrates every day through the simple act of slipping on a pair of your favourite jeans.
“It has a unique strength in its ability to transcend time and trends to still be an important staple fabric in every wardrobe.”
Marketing manager Helen Soldatos said that since its inception, Jeanswest has had a central brand proposition.
“50 years is a long time in seasonal designs," she said.
“Looking back through the Jeanswest archives, there is a glorious amount of acid-wash, skinny and low-rise designs, many of which feature in iconic Jeanswest Ad campaigns as well as in photos and polaroids in our homes.
“What we discovered through this process is that Jeanswest designers then were doing the same thing that we do today, and that is to make high quality denim jeans that are comfortable, look good and are accessible to everyone.”
Featuring in many of these ad campaigns throughout the 2000s was Jeanswest model and personality Chloe Maxwell (pictured.)
Under the tag line ‘Jeanswest fits best,’ Maxwell became a figurehead for the brand, alongside promotions that included a free mixed CD with any jeans purchase.
Along with other familiar faces, Maxwell will feature in the upcoming campaign.
“Returning to Jeanswest for this campaign is like returning to your tried-and-true favourite pair of jeans,” Maxwell said. “It’s familiar, reliable and I am pleased to report that Jeanswest still fits best.”
With over 110 stores across Australia and New Zealand, Jeanswest has been designing quality denim jeans since 1972.
In 2020, the brand appointed administrators and was saved by Harbour Guidance Pty Ltd, an Australian subsidiary of Harbour Guide Ltd, a Hong Kong company owned by Chun Fan Yeung and his family interests.