Sarah Jessica Parker is the New Face of Jordache Jeans

Sara Spruch-Feiner
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sjp jordache jeans

Photo: WENN

They’re a far cry from Manolos, but Sarah Jessica Parker is officially the new face of Jordache. Yes, that Jordache. If you’re thinking it’s a slightly odd match, the brand cites SJP’s “approachability,” (their word, stolen by us), not her ability to teeter in 7-inch stilettos that made her the perfect fit for the denim campaign.

Although the label is currently sold at Wal-Mart (and start around $16), a higher-end division also launched this week called The Jordache Look, which marked its first entry into the e-commerce space. And—lest you think the collection is solely retrospective—it’ll also include newer styles in four-way stretch fabrics in washes ranging from deep indigo to acid-washed.

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Finally, in an on-point move, the brand will offer one-of-a-kind pieces handcrafted from vintage Jordache jeans, restyled and repurposed by a local artisan. Also: there will be leather. These custom goods will you cost you, though: Styles range from $300-$500.

In case you’re too young to remember, Jordache jeans were basically the J Brand of the late 1970s and ’80s—meaning, pretty much every woman had a pair. And while they did make a comeback in 2008, and again got some press in 2012 (with Heidi Klum fronting the campaign), the current iteration will revisit the brand’s original high-rise, straight-leg cuts, and rigid denim—all things that are right in line with fashion’s current 1970s obsession.

Parker will model for both collections, and the campaign, shot by Michael Thompson, will be everywhere from print to social media. While it may be hard to imagine SJP shopping at Walmart, does she look fabulous in the new campaign? Abso-f*cking-lutely.

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