It may be the little sister of Bestseller’s Only, says Ian Wright, but big things are expected of this newcomer.
Wholesale prices £1.66 to £8.33
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Just when you thought the roster of Bestseller brands couldn’t get any bigger, along comes Jacqueline de Yong, new little sister to denim label Only. The sub-brand shares Only’s genes (and jeans) but with looks and pricing to suit a younger audience.
The collections are built on a foundation of strong, affordable denim - generally slim and skinny fit, washes run from indigo to stonewash and include neat rips, sharp zip details, sleek-coated finishes and pastel colourways of lemon, pink and mint.
The denim offer also includes shorts. ‘Shorts? But we’re buying autumn 13’, I hear you cry. Yes, shorts. Another benefit of how Danish owner Bestseller has set up the brand is that Jacqueline de Yong offers four collections a year plus a series of express ranges: if you order from the debut express range (spring 13) now, you can expect delivery in March.
This multi-seasonal approach influences the rest of the range - the lookbook images above come from both spring and autumn collections - as well as the varied denim, some T-shirts carry slogans, graphics and animals, plain styles are loose, draped and relaxed while knits are generally mid-weight and feature cable, bobble, mélange, waffle and block-colour options.
Yes, it’s fun and young. But Jacqueline de Yong still manages to retain a clean Scandinavian feel derived from its parent company, crucially giving the brand the look of a far more premium label than the wholesale prices - boasting a mark-up of 3 - suggest.
Brand manager Helle Stougaard says: “We give you the best products at the best price - without compromising the quality.”
Visit Vision in Copenhagen or showrooms in Manchester and London to decide whether this latest Bestseller baby is your one and Only.