NYDJ's 2016 "Fit to Be" Campaign Launches

BOSTON…Lifestyle branding shop, Toth+Co partners with NYDJ, the number one selling denim in department stores (NPD Group Consumer Tracking Survey, 12 ME December 2015, Dollar Volume), to launch the 2016 “FIT TO BE” campaign featuring supermodel Christie Brinkley, body activist Ashley Graham, model / TV personality Lana Ogilvie as well as celebrated film and television actress and longtime brand spokesperson, Bridget Moynahan.

Inspired by the transformative fit of the NYDJ jean, the new work features powerful portraits of the four women that underscore the individual emotions inspired by a truly great fit. Photographed in New York by famed fashion photographer TESH, both group and individual photos feature the women wearing NYDJ’s Original Slimming denim, pants, dresses and tops. All carry the tagline “Fit to Be____,” “Powerful”, “Sexy”, “Confident” and “Fabulous”.

The fully-integrated campaign includes online video, digital, print, social, retail activation and PR. Print will premiere in national print publications including WWD, InStyle, Real Simple, O The Oprah Magazine, and Harper’s Bazaar.

Toth+Co Creative Director Karen Hite commented, “FIT TO BE speaks to women as individuals and allows them to define the role denim can play in their lives. What that perfect fit does is different for everyone. Recognizing that individuality in an inclusive way was our goal with this campaign.”

Toth+Co Broadcast Creative Director, Thatcher Adams, served as Director of Photography and lead editor, Daniel Pellegrini was project editor for campaign videos that will appear on Yahoo, Oprah.com, Pandora. The video can be seen here: https://www.youtube.com/watch?v=vNE4jBBq4As.

“NYDJ is the pioneer of slimming denim, having created a signature fit that makes you look a size smaller. But our revolutionary fit does so much more than that,” said Kate Foster, NYDJ’s Vice President of Marketing and Ecommerce. “For this campaign, we wanted to tap into that emotional moment when a woman slips on NYDJ and our perfect fit makes her feel transformed, beautiful, and empowered. With Toth+Co, we were able to assemble a beautiful cast and communicate our fit message in a way that celebrates inclusivity and fashion.”

Toth+Co has worked with Los Angeles-based NYDJ since 2009. Billings for the “Fit to Be” campaign were not disclosed by the agency.

About NYDJ:

Founded in 2003 in Los Angeles, NYDJ pioneered the slimming denim category with their Original Slimming Fit jeans, featuring exclusive Lift Tuck® Technology which works from within to make women look and feel a size smaller. Designed by women who understand our curves, every denim and pant style features a patented criss-cross panel to flatten in the front while smoothing and lifting in the back to create a flattering, comfortable and stylish fit. The brand is sold on

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NYDJ.com and is currently the best-selling women’s denim brand at department stores (source: NPD Group data, 2015). Since Spring 2013, the brand has expanded their product offering to include tops and pants in addition to its world-renowned denim. More information: www.nydj.com.

Toth+Co is an independent, full-service branding and advertising company with over thirty years of experience in the fashion and lifestyle space, serving clients such as: Tommy Hilfiger, Coach, Keds, Nautica, Timex, Ralph Lauren, J.Crew, Wrangler, L.L.Bean and Hyatt brands. More information: www.toth.com.

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