One of the world's most iconic denim brands has unveiled a sizzling new direction.
Fusion Retail Brands has initiated a complete relaunch of its heritage denim brand Jag.
The rollout will commence this month, with changes to logo, product, branding and packaging.
Ragtrader magazine first reported on the strategy in its December 2012 edition.
It has now commenced with the launch of Jag's biggest campaign to date 'Get Back', headed by creative agency Bashful.
The multi-channel media campaign spans print and outdoor, super sites and a branded content piece.
Jag has also commissioned celebrities Ruby Rose and Paul Mac to collaborate and create a visual and musical expression of the brand's new style.
Rose, a television and music personality, will also act as the new face of Jag.
Musician and model Jay Lyon will model the menswear component of the brand throughout the new campaign.
Jag marketing manager Ty Robinson said the relaunch will breathe new life into the brand.
“We felt it was time Jag got back to its roots, combining the energy and inspiration of the label’s inception in the 1970s with the experience and extensive credentials as a denim based brand over the last 40 years.
"Ruby Rose is a perfect fit. Ruby embodies Jag’s cutting edge rock-chic denim positioning and will fast track the brand back to its credible beginnings,” Robinson said.
Bashful CEO Simon Bookallil said the refresh will also highlight the brand's iconic history.
“Jag had a considerable history of iconic status in the 70s and 80s when it was synonymous with confidence, individuality and sex appeal. 'Get Back' is more than just a campaign - it’s an attitude - and comes with a complete re-launch of the brand from product, through to digital presence and point of sale."
Sydney-based PR agency Tailor Maid Communications director Sally Brown said the public relations strategy for the campaign will incorporate traditional media placements combined with product seeding and influencer relations.
“Our goal is to maximise the impact of 'Get Back' by generating a wave of excitement building up to the launch date and beyond.
"Working with Bashful we have created a comprehensive program of media and influencer outreach to get everyone as excited as we are about this incredible comeback from a great Australian brand.”