goldie blues

We launched a new jean brand within the maurices portfolio with a unique butt-lifting fit. To honor the authentic denim feel, we rooted the brand in a modern vintage aesthetic.

Because our jeans lineup included eight established brands, it was important to clearly differentiate the benefit for the customer and to get the attention of denim devotees, including nondemin buyers within our existing customer base who may have spurned maurices jeans in the past.

By using interruptive back view photography and fit-focused language, we created a disruptive launch.