• by Larissa Faw , January 29, 2016

Denim brand NYDJ and its agency Toth+Co are introducing the "Fit To Be" campaign to demonstrate that women of all ages, shapes, and sizes can find their perfect fit, which translates to confidence, with a pair of NYDJ jeans.

The campaign raises its profile by featuring supermodel Christie Brinkley, body activist Ashley Graham, model / TV personality Lana Ogilvie and longtime brand spokesperson, Bridget Moynahan.

 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 campaign is integrated with social and a digital buy.  NYDJ will have a year-long paid campaign with Instagram. The brand is also creating a digital ecosystem between digital media, retargeting, social, and CRM that is central to NYDJ's strategy, say agency executives. At the same time, the effort is targeting more traditional channels with ads in national print publications including WWD, InStyle, Real Simple, O The Oprah Magazine, and Harper’s Bazaar. 

Toth+Co has worked with Los Angeles-based NYDJ since 2009.