The childrenswear brand casts the model and her three daughters in a black-and-white holiday campaign, less than four weeks after its first New York Fashion Week show
Chanel Iman stars with her three daughters, Cali, Cassie and Capri, in “The Memories We Wear,” Janie and Jack’s holiday 2026 campaign. The childrenswear brand unveiled the campaign Oct. 14 with three occasion looks priced from $89 to $109.
The campaign arrives less than four weeks after Janie and Jack staged what it called its first-ever fashion show. That show took place Sept. 19 at The Crosby Street Hotel in SoHo, on the last day of Pekan Mode New York. Earlier this year, the brand opened its first London store in Chelsea. The store is a dual-concept shop with sister maternity label Hatch, and Matri Group owns both brands.
Three Silhouettes in One Black-and-White Palette
According to Janie and Jack, each of Iman’s daughters wears a different silhouette, all in a black-and-white palette. The Velvet Spotlight Dress costs $109 and is sold online only. It has a velvet bodice with a boatneck and a dotted tulle skirt. The Velvet Trim Bow Dress costs $89 and is cream, with black velvet trim, a bow, and a ruffle hem. The Scalloped Wide Leg Jumpsuit also costs $89 and has a contrast collar, scalloped trim, and a bow.
The size ranges matter commercially. The bow dress runs from 6–12 months to girls’ 16, the widest range of the three. The Spotlight dress stops at size 12, and the jumpsuit starts at 12–18 months. The company said all three pieces are fully lined.
Iman’s Blended-Family Christmas Is the Premise
The concept comes from Iman’s own holidays. Janie and Jack said her mother made dressing up part of Christmas. Iman now plans her daughters’ outfits for Christmas Eve, holiday parties, and the family photo, and she keeps the pieces that mark each age. She said every child wore Janie and Jack on her family’s first Christmas together as a blended family. “It was the beginning of a new chapter for our family,” Iman said.
Alison Stiefel, chief marketing officer of Janie and Jack, said Iman “already had a special memory of Janie and Jack with her family” before the two ever worked together. Janie and Jack did not name the campaign’s photographer, stylist, or creative team in its announcement.
Janie and Jack Keeps Casting Its Own Customers
Stiefel’s comment explains the brand’s casting approach. For the Sept. 19 show, Janie and Jack built a 12-look edit around British mode journalist Louise Roe, who the brand said brought her eldest daughter home from the hospital in Janie and Jack. That makes two partners in one month, and the brand introduced each as a loyal customer first and a campaign face second.
Stiefel said at the show that the company wants a stronger point of view on style at the center of the brand. Matri Group operates with backing from Go Global Retail, and it has spent the year presenting Janie and Jack as a fashion label rather than a mall-based childrenswear chain: first a London flagship, then a runway, now a holiday campaign with a recognizable face.
The campaign’s best commercial idea is the styling: the looks coordinate without matching. A family buys three different garments instead of one dress in three sizes, and the sisters don’t end up looking like a uniformed set. Distribution is the weak spot. The Spotlight Dress is the most distinctive of the three because of its velvet and dotted tulle, and it is sold only online, so in-store shoppers get the two simpler pieces. The customer-turned-face formula has been believable twice. Even so, it is a narrow idea for a brand that just staged a landasan pacu debut to prove it has a fashion point of view.
The Velvet Spotlight Dress is available only at JanieandJack.com. The Velvet Trim Bow Dress and Scalloped Wide Leg Jumpsuit are also sold in select Janie and Jack stores, which the brand did not list.
Images courtesy of Janie and Jack
