NEW YORK — – Imagine a scene in a dimly lit nightclub.
A lithe blonde is dancing in the center of the room filled with admiring males. Her sweeping hair is hot-roller perfect and her jeans are au courant — au courant for 1979 that is.
With an original TV ad from 1979 currently airing in New York, Jordache Jeans are catapulting us back in time — to the heady days of the late '70s and early '80s when the designer jean was king, Studio 54 was paradise and the likes of Jordache, Chemin de Fer, Sergio Valente, Calvin Klein and Gloria Vanderbilt were raking in lots of dough from their denim masterpieces.
By running the ad in New York, the jeans giant hopes to capture the eyes of Big Apple fashion editors. But keep your eyes peeled, because the ad may go national post-Thanksgiving.
The ad is already attracting positive reviews from in-the-know fashionistas. "I think it's genius. I love it," says Glamour magazine's executive fashion director Suze Yalof Schwartz. "I think it's timely, too, because of the Charlie's Angels thing."
Jordache's Director of Advertising Michael Riego said the company expected the ad would "totally break through the clutter. You're seeing a spot obviously from way back when. ... There's such a kitschiness to it that it stops you in your tracks."
"It's a great nostalgic feeling to see it again," he adds
But will people want to bring back yet another kitschy fashion trend? Experts say yes, but with reservations.
"The problem is that you see the Gloria Vanderbilt, the Sergio Valente, the Jordache, the Sasson jeans, and they bring them back, but they don't bring them back like they were before," says Glamour's Schwartz. "They were really tight, really sexy, really retro. I think they should bring them back they way they were."
In fact, plenty of people bypass the newer styles entirely by buying vintage. "Yes, I see it all the time ... [fashion editors] walking around in the Sasson jeans from the '70s," Schwartz says. "It's camp ... if they can get a vintage pair of Sergio Valentes, they want them. Even though they're retro, they're modern."
Even Riego says that "a lot of stylists that have been in contact with us, personally wear Jordache jeans from vintage stores. Little fashionistas know that vintage is in, so they naturally dig up the jeans."
But if you can't find a pair of early '80s-era designer jeans in your neighborhood thrift store, take heart — the new Jordaches are almost like the real deal. "The jeans are completely inspired by the originals, the same silhouette, same stitching design, but updated by using modern materials like stretch denim," says Riego.
Schwartz predicts that soon the streets will be filled with rear ends plastered with Jordache's classic horsehead logo. "I think it gave them their name back," she says of the new, old ad campaign. "I think it's made people stop."
So any day now, you may find yourself hunting through your tool box to find a pair of pliers to help zip up your way-tight designer jeans. And what song will be floating through your head? "Jordache has the fit that's right. ..."
The new Jordache look is $48 to $54. Jeans are available through specialty retailers and department stores.