Jockey Launches New Campaign With Rachel Zoe's 'Must-Haves'

Jockey International Inc. is set to launch its new Redefining Comfort ad campaign featuring the Rachel Zoe-endorsed "Must-Haves."

The goal of the campaign is to reveal the more glamorous side of classic Jockey products, and aims to "challenge the perception that comfort and glamour cannot coexist," said Matthew Waller, communications manager at Jockey. Headlines for the four images include "Comfort Just Got Chic," "Comfort Just Got Glam," "Comfort Just Got Sleek" and "Comfort Just Got Flirty."

The brand first teamed up with Zoe in July 2012 and has helped Jockey expand its consumer base with younger, more fashion oriented woman.

Zoe appears at the bottom of each ad (who also styled the shoot) giving fun and flirty fashion advice: "It's time comfort made you feel beautiful too. In the low-rise Jockey Lacy Dot Hip Hugger, you can look chic and feel super comfy. Check out jockey.com/zoe."

"This new marketing campaign really brings to life the idea that women can really feel pretty, sexy, flirty, superfeminine and always comfortable - which is beyond important," said Zoe.

The Jockey collection that includes Zoe's "Must-Haves," feature thongs and boy-cut shorts with lace and laser-cut edges, as well as Skimmies - a sleek slipshort that smooths like a slip and covers the thighs like a pair of shorts.

Jockey's chief marketing officer, Dustin Cohn, said the partnership with Zoe has been received well by the consumers.

"This new campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It's a new edgier side of Jockey," explained Cohn.

He further noted, "This collaboration has enabled us reach a new and younger consumer who is fashion-conscious and on-trend, and that's what Rachel is all about."