Jan 22, 2021
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Jack & Jones biggest launch yet as womenswear debuts for AW21

Jan 22, 2021

Danish fashion giant Bestseller has announced what it says is its “biggest venture yet” with the planned October debut of JJXX — a new offer for young women as part of the Jack & Jones brand.

Jack & Jones is launching womenswear with JJXX to debut this autumn - Bestseller

The company said that “after 30 years of guys, it’s finally time for the girls” as it leverages Jack & Jones’ three decades of “denim expertise and know-how” to launch an “international jeans brand with focus on all the good quality essentials that any young woman can’t live without – as well as the key must-have trends that add a little extra”.

Claiming it’s not “your average fashion brand”, the company said it will have a “never out of stock and never out of style mindset” as it delivers  “those go-to items that a girl can rely on and return to, day after day”.

The collection will be available online and in stores across Europe, with the first line set to drop in October 2021.

Perhaps the biggest surprise from this announcement is that the company hasn't moved the Jack & Jones label into womenswear earlier than this. Bestseller has plenty of womenswear expertise through labels such as Vero Moda, Vila, Only, Object and others and has shown itself very adept at exploiting women's fashion trends.

It has also shown how it can continue to generate profits even in tough conditions. The company remained profitable in its 2019/20 financial year, despite the pandemic, and while profits were lower, it managed to avoid a first-ever annual loss.

The launch of JJXX helps explain news last autumn that the company was recruiting new staff. Bestseller employs around 17,000 people globally with 3,300 of them being based in Denmark.

As for the aesthetics of the new line, we don't know exactly what it will be like yet, although we must assume that there will be a strong sustainability element. This is something the company has pushed heavily in recent periods, particularly for its denim.

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