NYDJ’S 2016 Campaign Debuts with Christie Brinkley, Ashley Graham, Bridget Moynahan and Lana Ogilvie

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Instagram Activation to Run Throughout 2016 Promoting the Campaign Message, “Fit to Be”

NYDJ, the brand that pioneered the slimming denim category, announces that age-defying supermodel Christie Brinkley, body activist Ashley Graham, and model and TV personality Lana Ogilvie will join previous campaign star and Blue Bloods actress Bridget Moynahan in the brand’s 2016 “Fit to Be” campaign.

Renowned for their Original Slimming Fit jeans, NYDJ is currently the number one selling women’s denim brand at department stores (according to 2015 NPD Group Consumer Tracking Service data), holding this position for the last four consecutive years. Since its founding in 2003, NYDJ has quickly evolved into a global lifestyle brand, featuring an expanded product offering that now includes tops, pants and dresses, in addition to its cult-favorite denim.

The “Fit to Be” campaign celebrates NYDJ’s signature Original Slimming Fit with a diverse and multigenerational cast that highlights the feminine strength and beauty of women of all ages and all sizes. The powerful portraits of the cast convey the beautiful confidence that comes from finding a truly perfect fitting pair of jeans. This approach underlines NYDJ’s commitment to empowering women with a fit that transforms inside and out, helping women seize denim and their destinies with sureness and style.    

Conceived in partnership with creative agency Toth + Co., the campaign was shot by famed fashion photographer TESH in New York and styled by Inge Fonteyne. The iconic images include both group and individual shots of the four women wearing NYDJ’s signature slimming denim, pants, dresses and tops. The ads feature a variety of emotions to complete the tagline, “Fit to Be ___”, such as “Fit to Be Powerful”, “Sexy”, “Confident”, and “Fabulous”.

“NYDJ is an inclusive brand, and for this season’s campaign it was important for us to demonstrate that NYDJ is a brand that celebrates every woman’s unique body type,” explains Bob Skinner, President and CEO of NYDJ. “Whether she’s a size 2 or 22, we hear from our customers that there is a distinct emotional moment when she slips on NYDJ and experiences our signature, slimming fit. She feels beautiful, sexy, and empowered to take on her day, and we believe that the remarkable talent in our new campaign perfectly captures this transformative experience.”

Currently, NYDJ offers 58 denim sizes across women’s regular, petite, tall and plus. In celebration of the brand’s inclusive approach to denim, NYDJ will activate a #FittoBe campaign on Instagram starting today, and running throughout 2016. The social activation will feature 58 women of various denim sizes including the campaign faces as well as influencers, bloggers, magazine and retail partners dressed in NYDJ and promoting the hashtag, #FittoBe, while highlighting a distinct emotion they get from wearing the jeans.

In addition to social media support, the campaign will also run across both print and digital platforms first appearing in the Spring issues of women’s national magazines.

The NYDJ Spring/Summer 2016 collection is now available at select department stores nationwide and on NYDJ.com.

About NYDJ:
Founded in 2003 in Los Angeles, NYDJ pioneered the slimming denim category with their Original Slimming Fit jeans, featuring exclusive Lift Tuck Technology® which works from within to make women look and feel a size smaller. Designed by women who understand our curves, every denim and pant style features a patented criss-cross panel to flatten in the front while smoothing and lifting in the back to create a flattering, comfortable and stylish fit. The brand is sold on NYDJ.com and is currently the best-selling women’s denim brand at department stores (source: NPD Group data, 2015). Since Spring 2013, the brand has expanded their product offering to include tops, pants and dresses in addition to its world-renowned denim.


Press Contact:

Michelle Lockhart
LaForce + Stevens

Hannah Rood
LaForce + Stevens

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Michelle Lockhart
LaForce + Stevens
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