Hands up if you had a pair of Jordache jeans as a tween or teen? If that’s a yes, then a) you were clearly one of the cool kids and b) we hope you stashed them safely at your parents’ house for a later date just like this.

Because Jordache, the fashion-focused American jeans label that dominated the 1980s and early ‘90s, is having another moment in the sun, driven largely by the current ‘Retro Throwback’ trend that’s influencing shoes, streetwear and especially new season denim. And what better way to celebrate your resurgence to fashion glory than having one of the world’s most glamorous thirtysomething supermodels spruik your wares?

ambrosioxjordache1
Alessandra Ambrosio for Jordache Fall 2017 Credit: Cass Bird

Pre-empting its 40th anniversary in 2018, the brand has shot Alessandra Ambrosio again for its global advertising campaign, which was fashioned by New York-based celebrity super-stylist Kate Young. And in a unique twist, Jordache has also signed the Brazilian supermodel and her digital entrepreneur husband James Mazur’s eight-year-old daughter Anja to model its girls range.

GettyImages543725784
Ambrosio and lookalike daughter Anja Mazur, who’s already an experienced fashion event-goer, in London (June 2017) Credit: Getty Images

The pair appear together in some of the Fall 2017 campaign images, making it a far cry from the sexy, seductive image the brand projected three decades ago. Rather, Jordache wants to embrace the light-spirited, disco-centric history of its signature stretch denim again with this campaign, according to fashion industry media outlet WWD.

ScreenShot20170906at103701AM
Alessandra and Anja for Jordache Fall 2017 Credit: Cass Bird

“This beautiful mother-daughter duo reflects the iconic Jordache look: vibrant, playful and fun in a multigenerational way,” said the company’s president Liz Berlinger. “They have such chemistry and are both so beautiful, sincere and real,” she adds.

“They represent just what we wanted.”

Could Alessandra and Anja be the next Cindy Crawford and Kaia Gerber supermom-daughter combo next decade? Only time will tell, but all the signs are pointing to a yes. Didn’t save your original Jordache skinnies from in the 1990s? Shop the brand’s official vintage shop here.

GettyImages543002006
Ambrosio and daughter Anja Mazur outside the Balmain Mens SS17 show at Paris Fashion Week (July 2017) Credit: Getty Images

thoughts?