Jessie J, the new face of Pretty Polly
Oct 17th saw the launch of the new House of Holland collaboration with hosiery manufacturer Pretty Polly. The ‘Christmas Party’ collection continues the working relationship between the two companies, whose trademark suspender tights featuring the House of Holland logo of a house have been a major wardrobe staple since last year. It includes adapted versions of two of their previous designs – the Alphabet Tights, where this time the letters are in gold lurex, and the Suspender Tights, which are now available as fishnets. There is also a nude pair that say ‘I’m Laddered’ in black down the back seam, and have chunky black tops.
In the past, starlets such as Jamelia and Rachel Stevens have been the ambassadors for Pretty Polly products, but this time feisty 4 times MOBO award winner Jessie J has been chosen as the face of the latest collection. The 23 year old is well known for her outlandish style and statement haircut, and has sported some of the brand’s tights on stage before, as well as being snapped roaming the streets of London in them on her days off.
David Hinchcliffe, the brand director, was very happy with the decision, declaring, ‘She’s got awesome style, but her attitude and her persona make a terrific choice for our collection.’ This attitude is played upon in the advertisements, which are made to look like comic strips, and depict Jessie modelling a pair of the tights with a gloomy skyline as her background, and the word ‘WHAM!’ emblazoned across the bottom, complete with cartoon flames. There is also video advertising content on Youtube, and a campaign tailored specifically for Facebook.
In an interview, Jessie claimed that she has a box of unworn tights under her bed, as she receives so many pairs from designers, so it appears that her latest venture may have been a long time coming. After being stuck on crutches for the majority of summer, I daresay she’s been dying to show off those killer pins of hers. She says, ‘When you put on a pair of tights, you feel sexy and powerful’, and judging by the outcome of the ad campaign, that is exactly what they have done.
House of Holland for Pretty Polly tights are available online and in selected stores, and there is a pop-up store in London’s Covent Garden from now until January 31st to endorse the products. Starting at just £15, they are the perfect Christmas ‘stocking’ filler!
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