A Whole New Face for JMS

A Whole New Face for JMS

Plus-size brand announces new direction, spokesperson

NEW YORK, May 17 /PRNewswire/ -- Just My Size (JMS), a division of Sara Lee Branded Apparel, has revitalized the 23-year-old brand. The new direction will include a name shift from "Just My Size" to "JMS," making the brand more contemporary and moving the focus away from size. In addition, plus-size actress and comedienne Mo'Nique will serve as the new face of JMS, making personal appearances and hosting special events. A new print advertising campaign depicts this new direction and features confident, plus-size women in various JMS looks. The brand also will roll out fresh, contemporary packaging and a new logo.

Mo'Nique is a celebrity whose mission is to empower women to embrace their curves, which aligns well with the JMS vision. Named one of "The Beautiful Ones: 35 of the Most Remarkable Women in the World" in Essence magazine's May issue, cover girl Mo'Nique is confident and has a great sense of style, making her an ideal role model for plus-size women everywhere. The JMS partnership kicks off in June 2005 with a national casting call to find a woman who is most beautiful on the inside and out. Casting call events will be held in New York, Atlanta and Los Angeles during summer 2005 to identify 10 contestants who will ultimately appear on Mo'Nique's upcoming reality special, "Mo'Nique's Fat Chance," scheduled to air this summer on Oxygen.

"I am looking forward to working with JMS to help women understand that a curvy size 20 can be as sexy as a size 2, especially when a woman feels great about how she looks," says Mo'Nique.

JMS advertising is also echoing this fresh new direction. Famed fashion photographer Jean Baptiste Mondino shot the new "MY" campaign for JMS, which depicts the fashion-forward, personal confidence of the JMS woman. Created by KraftWorks, the national ad campaign conveys a playful spirit and incorporates a provocative statement of personality and style. Taglines include "My Caught You Looking Jeans," "My Look Out World Lingerie" and "My I Can Have It All Bra." The campaign appears in spring and summer 2005 women's books.

"Overall, the new brand direction will help inspire plus-size women to embrace their curves and feel confident in their appearance," says Shelley Rider, Vice President Brand Champion of JMS. "Each program component -- from our partnership with Mo'Nique to our advertising to our new collections that incorporate an elevated sense of style -- offer opportunities and options to the plus-size market, which has traditionally been underserved."

About JMS

Sara Lee Branded Apparel is currently a part of Sara Lee Corporation, which in February 2005 announced a transformation of its business portfolio to focus on food, beverage and household products. At that time, Sara Lee announced its intent to spin off as an independent, publicly held company its Americas/Asia apparel business, Sara Lee Branded Apparel, a move that is expected to be completed by September 2006.

About Mo'Nique

Mo'Nique is a plus-size actress, comedienne and author. In 2005, she won her fourth NAACP Image Award for Outstanding Actress in a Comedy Series for her starring role on the UPN hit show, "The Parkers," which recently went into syndication. Mo'Nique is the first female host of the seventeen-year-running syndicated show, "Showtime at the Apollo," and her comedy album, "Queens of Comedy" was a recent Grammy nominee. Her book, Skinny Women are Evil, was a New York Times best seller. She will also be appearing in three upcoming feature films: "Shadow Boxer," directed by Lee Daniels (producer of "Monster's Ball"), "Irish Jam," opposite Eddie Griffin, and "Domino," directed by acclaimed Hollywood director Tony Scott (director of "Man on Fire," starring Denzel Washington).

Source: Sara Lee Branded Apparel

CONTACT: Lauren Grund of LaForce + Stevens, +1-212-242-9353,
lgrund@laforce-stevens.com; or Jennifer Gardner of Sara Lee Branded Apparel,
+1-336-519-6792, jennifer.gardner@saralee.com

-------
Profile: intent