Sarah Jessica Parker Is The New Face Of This ’80s Denim Line

Photo: Courtesy of Jordache.
Her onscreen alter-ego Carrie Bradshaw might be one of the most fearless dressers in the history of TV, but Sarah Jessica Parker isn't far behind. Even a decade after Sex and the City ended and she hung up Bradshaw's famous Manolos, the 50-year-old actress has tirelessly pushed the fashion envelope: wearing double velour, designing shoes, or admirably adhering to tricky Met Gala themes. Today, WWD announced SJP's latest (and most unexpected) style gig, as the newest face of Jordache jeans. The iconic denim brand, which was founded in 1978 and become known for its ultra-slim, skintight designs, reached peak popularity in the '80s. It has since faded from public consciousness, but the company is banking on Parker to change that. The Jordache Look launches online today, a collection featuring revamped versions of its vintage styles, including high-rise straight leg, cigarette skinnies, and mom jeans. Parker will front this premium line (prices range from $89 to $149), as well as the campaign for the regular Jordache women's collection, which is currently sold at Walmart. In slipping on these skinnies, she follows in the footsteps of past Jordache models like Elizabeth Hurley and Heidi Klum, which only lends more fashion cred to what may seem like an odd marriage. And anyway, with classic denim labels like Levi's, Wrangler, and even JNCO experiencing a resurgence, Jordache may just be next. (WWD)

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