Jealous 21 unveils limited edition Miss Universe range

Jealous 21, the exclusive women’s wear brand from Indus league Clothing, a division of Future Lifestyle Fashions collaborated with the Miss Universe Organization to launch an exclusive limited edition collection. The reigning Miss Universe, Paulina Vega, was in Mumbai to reveal the collection at a glamorous fashion show.

Miss Universe range for today’s women

Jealous 21 is synonymous with boldness, poise and independence. It speaks to the girl of today who is proud of who she is and has the confidence to take on the world, just like Miss Universe. The values of the Jealous 21 brand and those of the Miss Universe Organization highlight the modern day woman. The Miss Universe Collection has been designed around this ethos.

The event showcased the signature collection consisting of embellished tops, crop tops, dresses along with stylized hip-fit denim and glamorous evening wear for women. Speaking on the occasion Rachna Agarwal, CEO, Indus League said, “Jealous 21 believes in the inherent strength of every woman and our collaboration with Miss Universe is a reflection of that belief. The Miss Universe Collection offers young girls the opportunity to feel beautiful and confident, and to experience firsthand the style and the glamour of wearing a collection endorsed by Miss Universe Paulina Vega.”

To boost the brand’s glamour quotient Jealous 21 was in search of a woman with substance and found Miss Universe Paulina Vega apt for it. Talking about her association with the brand, Vega says, “This is my first trip to India and I am thrilled that I was able to help launch our new partnership with Jealous 21.The collection is bold, glamorous, and speaks to the confidently beautiful attitude. I hope young girls in India love this collection and embrace their attitude in style.”

A brand that understands women’s psyche

Jealous 21, pioneered the concept of three hip sizes for every waist size. The brand makes it possible for every girl, no matter what her shape or size, to own a pair of jeans that fit her like second skin. Three signature fits include Hottie for slim hips, Hourglass for regular hips and Bootilicious for curvy hips.

“We work hard to ensure that whatever we do is right for the brand. In context of Jealous 21, when we did a research about four or five years back, and found that girls had Jealous 21 jeans in their wardrobe but would not always admit that they were wearing the brand. We realised that we needed to lift the fashion and glamour quotient so that people feel proud to admit that they are wearing Jealous 21. So we decided to rope in a celebrity to endorse the brand,” says Agarwal.

The brand has earlier worked with Britney Spears, then launched Priyanka’s album and associated with Kareena Kapoor in Heroine. To make the brand totally international it has partnered with Vega. “We believe that the pageant stands for beauty within a woman, beauty with confidence and with responsibility. Even Jealous 21 stands for these aspects as we want every woman to look beautiful with a huge amount of confidence and responsibility to face the world. We want her to have a freedom to choose from, to live a life on her terms,” asserts Agarwal.

The brand is present through EBOs, large format stores such as Central and Pantaloons and ecommerce platforms. The company is looking at expanding presence across retail channels. Agarwal says, online retail is a bubble that will settle down. “This surge is comparable to what organised retail witnessed over traditional trade. It is just another channel of retail and distribution. It still contributes 10 percent of the total market share,” says Agarwal.