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Sarah Jessica Parker is the face of Jordache

Sarah Jessica Parker behind the scenes for her Jordache ad campaign.  (Getty Images)
Sarah Jessica Parker behind the scenes for her Jordache ad campaign. (Getty Images)

Can actress Sarah Jessica Parker help renew interest in women's jeans?

Jordache is betting on it with Parker as the face for its new Jordache Look collection and the Jordache Collection.

A story in WWD said the company recently launched The Jordache Look collection exclusively online featuring updated versions of its vintage styles.

Founded in 1978, the brand is tweaking some of its popular styles from the 1970s and ’80s, including the original high-rise, straight-leg silhouette and classic horse head logo stitched on the coin pocket.

The company isn’t just looking back for inspiration. New styles will feature stretch fabrics and classic washes. Prices range from $89 to $149.

One-of-a-kind handcrafted pieces from vintage Jordache jeans have been restyled by a local artisan, including a leather jacket. Prices range from $300 to $500.

Parker will appear in ads for The Jordache Look and the Jordache women’s collection sold at Wal-Mart.

The standard Jordache collection for women and girls is sold exclusively at Wal-Mart with prices from $16.44. The fall collection will be available in mid-July.

As more women focus on athletic-leisure pieces, jeans sales keep taking a hit. Sales of women’s jeans dropped 5.5 percent to $7.9 billion from $8.3 billiion in the 12 months through April.

Linda Miller

Linda Miller always has loved makeup and fashion, especially shoes and handbags. She admits to owning more lipsticks and glosses than many makeup artists, but she's not giving up a single tube. When she got the opportunity to move from... Read more ›