JANTZEN CELEBRATES ITS CENTENNIAL |
MAY 24, 2009
Jantzen, one of the oldest and most recognized brands in swimwear and a member of the Perry Ellis International family of brands, today announced preparations for its 100th anniversary celebrations in 2010, marking a century as a leader in style, innovation, fit and design with swimwear made for the glamorous and modern beauty.
Jantzen harkens back to its archives for its creative inspiration. Whether it’s using an Art Deco 1930s image from Jantzen Beach Theme Park where you could “Dance, Swim, and Play” or their successful 1960s “Just Wear a Smile and a Jantzen” campaign, promoting a form of “happiness” reflects today’s marketing pitch to consumers who are responding to old fashioned values. In a difficult economy, a little happiness goes a long way. Images from the Jantzen Archives have been seen in the last two seasons of Emmy Award winning Mad Men on AMC and will again be featured in opening credits this fall with images from the 1960s Smile campaign. Jantzen’s diverse marketing strategy includes proposed national advertising in Elle, InStyle and Harper’s Bazaar in addition to outdoor and viral campaigns.
To honor their 100th year, Jantzen will explore their archival garment treasures, launching the Heritage Collection by Jantzen – classic Jantzen reinterpreted for the modern woman. The design team pays homage to each Jantzen decade as a milestone in fashion history with a collection reminiscent of the 1920s through today, evoking the signature style and decadence of eras gone by. Jantzen will showcase their 100 years of fashion in partnership with The Wolfsonian–Florida International University beginning July 10th during a thirteen-week exhibition entitled, Beauty on the Beach: A Centennial Celebration of Swimwear. The exhibition will highlight materials such as original artwork by noted artists, advertisements, packaging and bathing suits, and celebrity swim suits. Jantzen, always a leader in international exhibits, looks forward to sharing their treasures with a whole new generation. A kick off reception on Saturday, July 18th, 2009 sponsored by Elle magazine will take place in conjunction with the SAF show for retail partners and local media.
With the trend of nostalgia surging, Jantzen has re-launched Curvallure by Jantzen replacing TrimSwim swimwear line. Curvallure’s clever copy and unique advertising illustrations originated in 1940 with Jantzen’s intimate apparel and “the foundation of Natural Beauty.” In the 1950s our Curvallure bras created glamour by changing the shape of America. Today, Curvallure by Jantzen swimsuits are targeted to women who seek all the fit attributes, of contouring and slimming design, including tummy control and lifting features….without sacrificing style.
Empowering women by providing them with confidence to flaunt their curves and taking empowerment to the next level, Curvallure by Jantzen swimsuits will partner with the IFW Go Red for Women Red Dress show event in October to help combat Heart Disease.
As Jantzen commemorates this centennial celebration, the future appears bright. Jantzen, led by its iconic Diving Girl, remains one of the most recognizable brands in swimwear and will continue to provide innovation, style, quality and design in years to come.
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