JET’s new campaign is on point

My colleague and I were chatting about this new campaign by retail chain, JET. It’s called #JETLOVEYOURSELF and it’s a really good one. It’s also something fresh from the brand, and something we didn’t really expect from them. So the agency behind this campaign should give themselves a pat on the back, the brand too. It’s creating the awareness it needs to, there’s a lot of sharing happening online and the brand exposure as a result is there too. Woolworths, Edgars, Mr Price… What you got? It best be good 😉

Here’s what they’re saying about this campaign:

Jet is a fashion brand that knows and understands the pressures women face everyday. With Valentine’s Day coming up, we felt that it was important to remind women that Valentine’s Day is also about loving yourself!
This Valentine’s day, Jet wants to encourage women to not only love those around them, but to love and celebrate themselves.

For us, every woman deserves to love herself and all her flaws because beauty comes in different shapes and sizes. That’s what inspired us to create a campaign that celebrates women and promotes a positive self-image.

We created a campaign that celebrates the diversity of women featuring a group of eight real women models (from moms to singers, bloggers, stylists and students) that feel good in their sizes. The female only cast and crew walked away feeling great about the role they played in fighting stereotypical views on beauty. The campaign was shot by widely acclaimed photo-artist Merwelene van der Merwe.

Our Love yourself no matter your size campaign uses positive adjectives to describe bra cup sizes. From 40Foxy, to 34Bewitching and 32Amazing, this shows that no matter how big or how small your body and bra size, it’s more important to love yourself and celebrate your flaws. Hand drawn typography was also created for each girl; capturing and enhancing each unique personality and size.

This Valentine’s Day, lookout for Melanie Rhamjee (a publicist and mom), Lebohang “Nova” Masango (an anthropology student and poet), Meg de Jong (a body confidence activist and blogger), Yoliswa Mqoco (a fashion influencer and stylist), Leanne Dlamini (a singer, songwriter and mom), Esther Shaidi (an interior architect), Sasha Whyte (a designer and art director) and Sarah Forbes (a copywriter), as they embrace their bodies and embark on this nationwide self love campaign.

For more information or to follow the #JETLOVEYOURSELF conversation, follow Jet on Facebook ( ,Twitter (@Jet_Fashion), Instagram (@Jet_Fashion) or visit

With more than 450 stores across South Africa, Botswana, Lesotho, Zambia, Mozambique, Namibia, Swaziland and Ghana, Jet continues to be the retailer of choice among loyal shoppers. It was voted South Africa’s favourite retail brand and has earned the loyalty of 1.3 million members.

It doesn’t hurt that two of my friends are in the campaign too. An old school friend, who I don’t see as often as I’d like to, is in there and one of my close industry friends (there aren’t many) is in there too.

Well done, Jet. You’re doing good things!

Author: Jason Von Berg

Digital content marketer. Mobile App Editor. Entertainment, travel and New York City lover. #Triathlete, #Ironman, health and wellness advocate, @Futurelifeza ambassador

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