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Jacqueline Fernandez, Mojostar launch female-only fitness brand ‘Just F’

Bollywood actress Jacqueline Fernandez has launched a female-only fitness and fashion brand ‘Just F’with Mojostar. With this launch, Just F marks the second co-created brand launched by Mojostar, which has been consolidating its position as a world-class ‘house of brands’.

Just F is a female-only fitness and fashion brand created with an aim to bring the ‘F’ factor back into feminine fitness.

Mojostar is founded by two industry veterans – Anirban Blah, founder and MD of KWAN entertainment and Jiggy George, founder and CEO of Dream Theatre.

Anirban took to the Twitter and wrote:


Commenting on the association, Abhishek Verma, CEO, Mojostar, said: “Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women. Just F is our way of giving female consumers products, which cater to their needs and sensibilities.”

Co-created and co-owned by Mojostar and Jacqueline, Just F is a move to redefine the female active-wear space in India. A combination of fresh design, functionality for fitness and trendy fashion, JUST F’s offerings are unabashedly feminine. The products have been developed to meet the specific requirements of the style-conscious, trendy, and free-spirited 20-something Indian women.

The products are expected to launch in the market by second half of May, 2018. The products are priced between Rs 1,000 and Rs 3,000.

Speaking at the launch, Jacqueline Fernandez said, “I have always believed that fitness and fashion are not destinations, but fun-filled journeys. Launching Just F, a feminine take on fitness from my perspective, is a big moment for me. I am confident that the brand will meet and exceed the expectations of young women across India who want to fulfill their fitness requirements without breaking the bank or compromising on style.”

Just F will launch a range of stylish athleisure outfits, and will cover a range of trends including monochromes, floral infuse active wear, club inspired active wear, functional sports bras, colour blocking etc.

“Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women,” added Abhishek.

The brand has also paid great attention to detail in terms of construction and sizing, designing products which are better suited to the body type of Indian women. Crossover styling across the range helps women to fashionably achieve their fitness goals, while bringing the fun back into the mix.

When asked the reason of collaboration with Jacqueline, Abhishek said, “Inputs and insights from Jacqueline, who is not only a Bollywood star but also a style icon and a vocal promoter of wellness and healthy living, have played a big role in defining the brand identity and product design.”

Segmented expansion into offline retail is also in pipeline through product placement in all large format stores and the launch of standalone brick-and-mortar stores.

The products will be available on Just F’s portal – www.justf.in along with leading eCommerce platforms.

Not only Fernandez, but recently, Tiger Shroff also launched his own active clothing and accessories brand ‘Prowl’ in partnership Mojostar. Prowl is expected to hit the markets in June this year and will be available across the country. The brand will offer active wear clothing for a certain period of time and will move on to accessories such as footwear, gym bags and fitness accessories later.

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