January 22, 2021

NYDJ Casts Fall Campaign From Open Call

NYDJ, which prides itself on offering jeans that fit every woman, took that message straight to consumers. Over the course of three weeks in April, the company visited three malls — Fashion Valley in San Diego; Mall of America in Bloomington, Minn., and Roosevelt Field in Garden City, N.Y. — in search of women to appear in its fall ad campaign, which launches Wednesday.
The company staged an open casting call with mini-makeovers, hair touch-ups and fittings, and then photographed each of the women in the NYDJ jeans. Over 300 women participated in the three cities.
“We didn’t set out looking for models at all,” said Kate Foster, executive vice president and chief marketing officer of NYDJ. “What we were really inspired by was that magic moment that occurs every day in dressing rooms of stores that carry NYDJ, when a woman slips on her jeans she has a positive emotional reaction to finding her perfect fit. We felt like we had an opportunity to build an entire campaign around that magic moment, so we decided to take the show on the road. What we saw was far better than we expected.”
Mothers and daughters and groups of friends showed up to have

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