Bollywood actress Jacqueline Fernandez has recently launched her on active wear brand 'Just F'. She has joined hands with Mojostar to co-create and co-own 'Just F' in a move to redefine the space of female active wear in India.
Designed for the trendy and free-spirited 20-something girl, the line will cover a range of trends, and will eventually be divided into seven subsections—club-inspired, monochromes, florals, colour blocking, typography, a detailed collection of sports bras, and a core collection, which will be an essentials line. Fernandez in a recent interview with Vogue India told the publication about her journey.
“To be honest, I wasn’t too keen on the idea when it came to me. I knew that fashion isn’t actually my forte; fitness is my forte. And I know that everyone’s sort of jumping on this trend, and I didn’t really want to follow the herd. But on second thought, it was the fact that we were venturing into something I truly believed in—into athleisure, fitness and lifestyle, which is something that I want to inspire in everyone—that made me realise that this is something I really want to do.”
“The name took us a while to get to. The more we sat on it, the more we started thinking about the communication of the brand. And the communication was simple. It was reminding people that guys it’s time to start giving an F about your life, and changing it for the better. Here, we are incorporating outfits for that you don’t necessarily have to wear only to the gym. You can just make your everyday life more active. As someone who’s been involved with fitness for so long, I know the benefits of it. And I know it can just change your life around. And that is exactly what I want to start infusing into people’s mentality.”
“The Just F girl can be anybody. Fashion for me is a form of art. You can judge it, but you can’t completely critique it in a way that claims you’re the only one who’s right. You have to let people do what they want to do. The Just F collection has a plethora styles that cater to so many different people—personalities, types—because that’s what we are. No two people are the same. Everyone has their own taste and their own choices, and you should be able to do and wear what you want to wear, without any judgement.”
Just F will be available in India on JustF.in from May 23 onwards
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