“Johnny Was, historically, hasn’t done a lot of campaigns at this level,” said Johnny Was’ chief executive officer, Rob Trauber. “So, this is our attempt to really step it up and start to elevate the brand to another level, which we’ve wanted to do for a while. And we thought our collaboration with Sasson would be an excellent step and leap into doing that.”
Johnny Was , founded in 1987, is known for its bohemian and vintage-inspired printed apparel, mostly tops and dresses, swimwear and the like. Previous denim looks have included design details they’re known for like embroidery, but the brand had yet to release a classic, basic denim collection until now. Sasson Jeans brought history, know-how and sex appeal.
It’s a long-awaited return for Sasson Jeans , which has had its ups and downs since being launched in 1976 by Maurice Sasson and Paul Guez. The denim company dominated the category in the ‘80s, with its famed “ooh-la-la Sasson” tag line and celebrity ad campaigns featuring the likes of Elton John, before eventually declaring bankruptcy in 1986.
“I don’t think we can have a better reintroduction of the brand than working with Rob and Johnny Was,” said Guez.
Lily Aldridge for Johnny Was and Sasson Jeans.
Out Sept. 6, the Johnny Was x Sasson Jeans line showcases eight denim styles, along with suede and silk outerwear pieces with embroidery and fringe details, arriving just in time for the return of boho chic, fueled by brands like Chloé, and riding the wave of the continued popularity of all things denim and all things vintage-inspired.
The range includes a jean jacket, three denim shirts, a maxi skirt and three jean silhouettes, wide-leg, flared and straight-leg. Some of the jeans tap into Sasson Jeans’ classic look, with its red label, skin-tight sexy French silhouette and three-pocket style. They’ve been modernized with more stretch, said Trauber, “for comfort.”
Shot in TriBeCa in New York City, the campaign with Aldridge was photographed by Boo George and styled by Sandy Armeni.
“What I loved about her is just her wholesomeness,” Trauber said of Aldridge. “She cares a lot about health, is really strong, with a brilliant mind, and she’s a mom at 38 with two kids, which I thought was amazing.…And our feeling is that our core customer will resonate with Lily, and because of who she is, it will attract a broader audience as well.”
Johnny Was’ core customer is age “50-plus,” he went on. “With this campaign, I say we’re looking to engage and surprise and delight our core customer, as well as to continue to build on a maybe 38-plus, 40-plus customer.”
Lily Aldridge for Johnny Was and Sasson Jeans.
Johnny Was is leaning into velvet looks for fall, he added. And the brand plans to open two more retail locations by the end of the year: Sun Valley, Idaho and Charleston, S.C.
Moving forward, Guez plans to introduce a U.S.-made, sustainably-minded Sasson Jeans line, he said: “We are going to use sustainable fabrics and sustainable cotton for the denim fabric. We are using a sewing factory that is completely sustainable…no chemicals,” he said. Ooh-la-la but make it sustainable.
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