JustF Launched By Jacqueline
JustF Launched By Jacqueline: Bollywood’s actress Jacqueline Fernandez has launched her own activewear brand ‘JustF’.
Very instantly, the Bollywood eye candy was showered with warm wishes from Bollywood friends with the womenswear’s launch on Tuesday.
We know Jacqueline Fernandez to be many things – the stunning Miss Sri Lanka Universe in the year 2006, or the charming leading lady in Bollywood’s goofiest outtakes. But the most interesting facet of the 32-year-old mass communication major is that she has been hustling for nearly two decades.
Jacqueline’s first assignment came from across the Indian Ocean, all the way in Bahrain – when she was as young as 14 years old; she scored a gig as a TV presenter. She worked as a TV reporter in Sri Lanka after completing her graduation, and transitioned to modelling before becoming a full-time actress – donning the coveted crown along the way, of course, in 2006. However, in this journey steeped in the arts, an entrepreneurial temper managed to trickle in anyway – for her father, one of her earliest influences, ran a business in Bahrain. Her myriad pursuits prevailed, but when she experienced a gap that “impacted her directly,” the actress was quick to throw her hat in the ring with Just*F, a “women-first” active-wear brand.
“I found something missing that had a direct impact upon me. I found nothing that was specifically designed for the modern, active, and stylish Indian woman. What was available were generic pink knock-offs of products for men,” She said.
Making fitness fashionable
Just*F is Jacqueline’s take to bridge this chasm. She describes this line, now just a few weeks away from launch, as active wear that is fashionable and unabashedly feminine – qualities that she feels she personifies. In her words, it’s a fashion-meets-function brand with clothing that one can wear to the gym or to a bar. “Our stylish athleisure offerings are designed to better suit the Indian female body in terms of construction and sizing, and are centred on colours, silhouettes, and prints that can make fitness fun, sporty, versatile, and feminine,” she says.
But the one key difference between Just*F and its peers is that Just*F is not boyish styles translated into female fashion by adding a pop of colour here, a frivolous frill there, and knocking off a few inches. “The reason Just*F is different is because most competing offerings are still defined by aggressive male paradigms. Activewear, for them, is mostly for men. Their ranges for women are just smaller versions of the same products for men, without any effort being applied to make them more appealing to women and their needs. Just*F, on the other hand, has been designed for the trendy and confident women of today, keeping their specific requirements and sensibilities in mind,” Jacqueline says.
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