Jacqueline Fernandez launches her own fashion label Just F

After Hrithik Roshan, Deepika, Alia Bhatt, it is now Jacqueline Fernandez's turn to launch her own apparel brand. Mojostar is launching Just F - a female-only fitness and fashion brand targeted at the style-conscious and free-spirited Indian women.

According to Mojostar CEO Abhishek Verma, Just F is a welcome addition to active wear range as the segment mostly cater to men’s wear and options for women are limited. “Just F is our way of giving female consumers products which cater to their needs and sensibilities.”

Just F will launch a range of stylish at leisure outfits, covering a range of trends and use cases such as: monochromes, floral infuse active wear, club inspired active wear, functional sports bras, colour blocking, etc. 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.

“Inputs and insights from Jacqueline, who is not only a leading Bollywood star but also a style icon and a very vocal promoter of wellness and healthy living, have played a big role in defining the brand identity and product design. We are confident that these products will be well-received in the market, and will help meet the need of young Indian women,” he added.

Jacqueline also sounded very upbeat about her new initiative.

“I have always believed that fitness and fashion are not destinations, but fun-filled journeys. They are, to me, a way of living, and as such I want my active-wear to reflect my personality and complement my lifestyle. Launching Just F, a feminine take on fitness from my perspective, is a big moment for me,” said Jacqueline.

The brand is expected to launch its products in the market by second half of May with their range of offerings priced between Rs 1000 and Rs 3000. The products will be available on Just F’s page alongside being available on other major online retail sites.

Just F also plans to expand to offline retail through product placement in all large format stores and the launch of standalone brick-and-mortar stores.