Sasson to relaunch through new collab with Johnny Was

Dive Brief:

• Johnny Was is collaborating with denim brand Sasson on a new collection set to launch on Sept. 6, according to a news release sent to Fashion Dive. The collaboration marks a return for Sasson Jeans, a brand popular in the 1970s and 1980s, which declared bankruptcy in 1986.
• The first drop will include eight denim styles, including a jacket, shirts, a maxi skirt and three jean silhouettes. It will additionally include re-releases of some of Johnny Was’ blouses from the 1990s, newly designed ready-to-wear items, and suede and silk outerwear.
• The launch will feature a campaign starring supermodel Lily Aldridge to promote the blend of “contemporary bohemian flair,” according to the release.

Dive Insight:

Johnny Was and Sasson are marketing the collaboration as a reimagining for a new generation.

The inaugural drop of the collection is available for pre-order as of this week and will become broadly available beginning next week through Johnny Was’ e-commerce platforms and retail stores. Prices range from $178 to $348, according to a spokesperson.

Sasson was founded in 1976 by Paul Guez. Guez said in the release, “there’s no better time to relaunch,” as the brand approaches its 50th anniversary.

“Bringing together our two compelling brands with a shared 70’s-inspired heritage felt like a beautiful alignment; a merging of Sasson’s cool French girl spirit with Johnny Was bohemian elegance,” Guez said. “It’s a nod to our past and a step towards great things to come.”

The collection builds on Johnny Was’ launch of denim in spring 2024. Founded in 1987, Johnny Was’ product offerings include activewear, resortwear, kimonos and home decor.

Sasson was known for its ad campaigns in the 1980s starring celebrity talent, as well as its “OO LA LA!” slogan. When it filed for Chapter 11 bankruptcy, it had debts of more than $7.5 million and assets of $11.5 million, according to a report from the Los Angeles Times at the time.

Sasson was privately held by Guez, and it licensed apparel makers to use the Sasson name on jeans and sportswear. The company was “beset by legal squabbles with two of Guez’s brothers who sought control of Sasson,” according to the LA Times.