Dutch fashion brand Scotch & Soda has announced the appointment of Joe Jonas as its first-ever brand ambassador.
The US popstar is recognised for his global and confident approach to style, with a sartorial signature that is playful and experimental, making Jonas “the perfect inaugural partner for the Scotch & Soda brand to usher in a new era,” said the Amsterdam-based accessible luxury brand in a press release.
As part of the agreement, Jonas will spearhead the development of a capsule collection that will debut in the autumn of 2024 and act as the brand’s spokesperson through the spring of 2025.
“Scotch & Soda is taking a more elevated, focused approach to our collections to offer expertly designed and premium pieces that our consumers can enjoy. Joe Jonas is one of the most dynamic artists of today and we are eager to bring his unique vision to the brand,” said Eran Kaim, chief product officer, Scotch & Soda.
The appointment was made a few months after Bluestar Alliance purchased Scotch & Soda in April of this year.
The recruitment of Jonas, according to Bluestar Alliance CEO Joey Gabbay, “Is the first of many impressive partnerships for Scotch & Soda that will take this brand to new heights in Amsterdam, the US and around the globe.”
In order to improve and broaden the brand’s portfolio, the firm announced that it intends to bring in elite talent. Additionally, it intends to develop its knitwear and denim businesses even more and branch out into other markets, such as dresses and bespoke apparel.
The company said that it will launch a new collection in the autumn of 2024 that will enhance Scotch & Soda’s standing in the modern market by focusing on key categories, best-selling shapes, and stylish pieces.
