Did you know, J. became the first major fashion brand to cast no model in their campaigns.They believed that everything starts at home and wanted to be a brand that deeply connects with its culture.
The Collection titled #RungHumSeHain features a fresh fusion of traditional ethnic style with a clash of contemporary baroque and realistic floral designs.
Ayesha Ahmed, GM strategy J., expressed herself on the occasion as: ‘If we look around not only local brands but international brands including DKNY, Mango, Tommy Hilfiger, Nike and Burberry have taken extra steps to cater to their clientele in the Middle East, while Halima Aden made history last year by being the first hijab-wearing model to grace the cover of Vogue.
If u ask me J. is about an attitude, it is all-inclusive to any woman from any faith, background or age who chooses to take a stand in how they present themselves.
We are proud to launch our incredible Spring/Summer Collection 2018. Our very contemporary style culture collection.’