The past year has led to an increase in popularity of Jordan Brand, both on the footwear and apparel front – last May the Jordan IV “Bred” was launched in Girl Size as well. With the new season that opens in 2020, there will be a further novelty, which will mark the beginning of a pleasant revolution. The brand will launch the first all-female capsule collection.
A bold Flight Suit opens the collection, becoming the main item, the classic and inevitable tracksuit takes on a streetwear touch thanks to its proportions and attractive design. It can be transformed and worn as needed, it can be tightened at the waist or shortened on the leg or left as it is. Built on the “flight” that Michael Jordan made in 1988, Jordan’s fundamentals are applied to women’s design, which aims to offer the opportunity to wear versatile garments suitable for any activity. The face of the campaign is Teyana Taylor.
“Our female audience, who have a strong passion for the brand, expects something more, so this capsule collection is built on a higher standard, a competitive spirit and fearless mindset of those who have the audacity to fly higher and higher and break down limits… Last year Jordan Women grew “triplet digits”, generating strong consumer enthusiasm, which has encouraged us to continue to reach new consumers through footwear and women’s apparel,” said Andrea Perez, GM of Women’s Jordan.
We start from the past to arrive at a modern and current style, we see it in the Utility Pant and the Bomber that dress oversize but are absolutely feminine and glamorous, touches of femininity given by the materials and construction of the garments, high waist and faux fur.
“…the typical elements of the original suit worn by MJ come to life inside the bomber’s silhouette…“. The jacket is reversible, the pockets of the Flight Suit take away from the need to go out with the bag and the choice of colours also confirms Jordan Brand’s intention to go outside its own schemes, choosing a range of greens and browns that sets them apart from the choices of the past. This type of innovation is also adventurous with the Engineered collection launched last season.
Jordan Women’s Flight Utility Apparel capsules will be available from February 1st at selected stores and from February 14th at Jordan.com, SNKRS and other stores around the world.