Dutch fashion brand Scotch & Soda announced on Wednesday the appointment of Joe Jonas as its first-ever brand ambassador.

Scotch & Soda

The U.S. popstar is recognised for his global and confident approach to style, with a sartorial signature that is playful and experimental, making Jonas “the perfect inaugural partner for the Scotch & Soda brand to usher in a new era,” said the Amsterdam-based accessible luxury brand in a press release.

As part of the deal, Jonas will lead the creation of a capsule collection to be released Fall 2024 and serve as the face of the brand through the Spring 2025 season.

“Scotch & Soda is taking a more elevated, focused approach to our collections to offer expertly designed and premium pieces that our consumers can enjoy. Joe Jonas is one of the most dynamic artists of today and we are eager to bring his unique vision to the brand. Known for his authentic personality and distinctive sense of style that mixes modern and vintage details in silhouette, color, and texture, Joe is an inspiring creative partner for the Scotch & Soda brand,” said Eran Kaim, chief product officer, Scotch & Soda.

The appointment comes several months after Scotch & Soda was acquired by Bluestar Alliance in April this year.

Joey Gabbay, CEO of Bluestar Alliance, said the Jonas appointment “…is the first of many impressive partnerships for Scotch & Soda that will take this brand to new heights in Amsterdam, the U.S. and around the globe.”

Looking ahead, the company said it plans to tap top-tier talent to elevate and expand the brand’s collections. It also plans to further evolve its denim and knitwear business, as well as expand into more categories including tailored clothing and dresses.

Fall 2024 will see the start of a new collection, based in core categories, best-selling silhouettes and fashion pieces that will advance Scotch & Soda’s position in the contemporary market, the company added.

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