Jessica Alba + Jorya

Celebrity Endorsement

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The Brief

JORYA, founded in 1992, is now widely recognised as an elegant and innovative female clothing brand. JORYA came to MGI for help to find a suitable celebrity that would generate more publicity surrounding their clothing lines.

MGI Solution

JORYA is made for ambitious, professional females which must be reflected in the characteristics of those they partner with. Based on the essence of the brand, we suggested JORYA to host Jessica Alba as a distinguished guest of their fashion show, “Reflection New York”. Jessica is a smart, hardworking and successful businesswoman. She is the founder of Honest Co., a billion-dollar chemical-free products enterprise, therefore making her the perfect Brand Ambassador for the company. Jessica mingled with local celebrities whilst enjoying the innovative, industrial display of the show. MGI also activated 20 fashion influencers to promote the show.
This partnership was made possible by MGI Artists, a division of MGI Entertainment. The specialist celebrity consulting arm offers a higher level of access to celebrities in the world of advertising, events, licensing, goodwill and corporate branding.

MGI Solution

JORYA is made for ambitious, professional females, and the company looks for similar characteristics in their partnerships. Based on the essence of the brand we instructed them to host Jessica Alba as a distinguished guest of their fashion show, “Reflection New York”. The iconic fashion enterprise debuted its new line as Mrs. Alba enjoyed the innovative, industrial display and mingled with local celebrities. Jessica is a smart, hardworking, determined and successful businesswoman. She is the founder of Honest Co., a billion-dollar chemical-free products enterprise, and is therefore the perfect Brand Ambassador for the company. This partnership was made possible by MGI Artists, a division of MGI Entertainment. The specialist celebrity consulting arm offers a higher level of access to celebrities in the world of advertising, events, licensing, goodwill and corporate branding.

Client Response

The partnership was a huge success with JORYA experiencing a sales increase of 30%. The Marketing & PR director of JORYA, Joseph Lan commented, “It was a pleasure working with Jessica Alba. She is an excellent representation of the brand and hope that this is the start of a long term relationship.”

“This is the start of a long term relationship.”