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Iconic Australian retailer, Jeanswest, has officially notched up 50 years on the belt in August, unveiling a new campaign on 11 August, 2022 that celebrates the diverse denim designs that have made their way onto Aussie dance floors, bedroom floors and everywhere in between over the past 50 years.

Embarking on a retrospective of iconic campaigns from the 80’s, 90’s, 00’s and beyond, Jeanswest Product Developers have delved deep into the archives to discover what Australian’s were wearing then, with many of the denim styles creeping back onto shelves today.


“Denim is one of those incredible fabrics that the world celebrates every day through the simple act of slipping on a pair of your favourite jeans,” said Senior Denim Product Developer, Cerese Campbell. “It has a unique strength in its ability to transcend time and trends to still be an important staple fabric in every wardrobe.”


With over 110 stores across Australia and New Zealand, Jeanswest has been designing high quality and affordable denim jeans for wardrobes since 1972.

“Since our beginning, our mission has always been to create jeans that make everybody feel comfortable and confident every day,” said Marketing Manager, Helen Soldatos. “Jeanswest is Australia’s most-loved denim destination. Creating the best fitting denim is at the heart of everything we do.”


“50 years is a long time in seasonal designs,” said Helen “Looking back through the Jeanswest archives, there is a glorious amount of acid-wash, skinny and low-rise designs, many of which feature in iconic Jeanswest Ad campaigns as well as in photos and polaroids in our homes.”


“What we discovered through this process is that Jeanswest designers then were doing the same thing that we do today, and that is to make high quality denim jeans that are comfortable, look good and are accessible to everyone.”

Featuring in many of these Ad campaigns throughout the 2000’s was iconic Jeanswest model and personality Chloe Maxwell, who famously brought to life Jeanswest denim designs and the tag line “Jeanswest fits best,” alongside promotions that included a free mixed CD with any jeans purchase.


Maxwell, alongside some other familiar faces, will feature in the upcoming campaign, which celebrates Jeanswest’s 50 year journey to become what Australians know the iconic brand to be today.


Maxwell said, “Returning to Jeanswest for this campaign is like returning to your tried-and-true favourite pair of jeans. It’s familiar, reliable and I am pleased to report that Jeanswest still fits best.”


Over the past 50 years, Jeanswest has become known for a commitment to high quality and affordable merchandise along with friendly customer service, winning multiple Roy Morgan Customer Satisfaction Awards in recent years. To view the campaign, visit


An incredible team of creatives worked on this campaign with Oliver and York, including the talented team at Clothesline Content.


Oliver and York has partnered with Clothesline Content to deliver impactful, large scale national projects, including campaigns such as 100 Years of the Great Ocean Road and the launch of Pure Blonde Organic.

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