Mudd Reveals that Nash Grier Will Front the Brand’s #DestinationMudd Campaign for Spring Alongside Fellow Social Media Powerhouses Lauren Riihimaki and Jordyn Jones
Mudd is available exclusively at Kohl’s
New York, New York—January 26, 2017 – Mudd, the coveted junior’s brand known for its premium assortment of denim and aspirational, yet affordable, style announced today that digital stars Nash Grier (@NashGrier), Lauren Riihimaki (@LaurDIY) and Jordyn Jones (@JordynJones) make up the 2017 Mudd crew. Nash, Lauren and Jordyn have a combined social reach of more than 38 million, and will treat fans to an exclusive behind-the-scenes look at their adventures as part of the #DestinationMudd partnership. The campaign kicks off with “Destination Country Music” in Nashville, TN to celebrate the launch of the group’s spring ’17 marketing campaign.
“I had a great time shooting with Jordyn and Lauren at iconic spots in Nashville to kick off our Mudd campaign,” said Nash Grier. “The best part of what I do is connecting with fans, many of whom are female, so I can’t wait to show them where I’m going and what I’m doing with Mudd,” Nash continued.
Nash has a unique place in the Mudd cast, with musicians and close friends Jack Johnson and Jack Galinsky (“Jack + Jack”) passing the torch as the last male cast members for the brand in 2015. To celebrate the new cast, Mudd is launching a Valentine’s Day sweepstakes to win a phone call with Nash. To enter, follow @MuddStyle on Instagram & post a selfie with caption: “@MuddStyle, I want a V-Day phone call with @NashGrier!!!#PeaceLoveMudd” from February 1-14.
#DestinationMudd is a commitment from the brand, owned by Iconix Brand Group, to reach the consumer through a 360-degree marketing platform that connects her to authentic influencers and engaging style and lifestyle content she can digest and translate into her own life. The spring campaign creative showcases the young stars visiting Nashville hotspots rich in musical history and creating their own memories to share with followers along the way. As a lifelong music fan, Nash was particularly taken with their stop at Ernest Tubb Record Shop, while Lauren and Jordyn enjoyed dancing on stage at Robert’s Western World and exploring Honky Tonk music all around town. Destination Country Music kicks off a year of dynamic social, video and in-person brand experiences with #DestinationMudd.
“My subscribers know that I’m super creative when it comes to my personal style,” said Lauren Riihimaki. “So when we shot the Mudd spring campaign, I loved that we were able to have fun mixing and matching different prints, colors and textures – like their frayed denim or off-the-shoulder romper. I can’t wait to show subscribers some of my favorite spring pieces and to share what’s to come on this exciting fashion journey,” Lauren continued.
“Standing on Broadway in my real cowboy boots with a cute pair of Mudd denim shorts while hearing country music and looking at the lights is an experience that I’ll never forget,” said Jordyn Jones. “You know I have a million pictures to share with my friends and fans,” she continued.
Nash, Lauren and Jordyn were handpicked to tap into the diverse audience and interest base that is the Mudd girl. The spunky and multitalented Jordyn Jones, with more than 3 million followers on Instagram and almost 1 million subscribers on YouTube, will showcase the brand in a new light with her flirty, yet edgy sense of style. Lauren Riihimaki, with 2.4 million followers on Instagram and a whopping 4.8 million subscribers on YouTube, will bring her fans fun, feminine ways to wear and play with Mudd.
The Mudd spring ’17 collection includes denim with subtle embroidery and crochet detail, apparel including soft knits and wovens, footwear, handbags, accessories and jewelry and is available at Kohl’s stores nationwide as well as online at Kohls.com.
For exclusive content, please visit www.muddjeans.com. To stay up to date on the latest news from Mudd and our new squad, follow @MuddStyle on Instagram, YouTube, Twitter and Snapchat and www.facebook.com/mudd on Facebook, and engage with us using #DestinationMudd.
Caroline Hawkins, PR Manager