James Jeans hits UK

US apparel brand James Jeans has brought in Frank PR to promote its launch to women in the UK. The brand, sported by actresses including Cameron Diaz (pictured), Renee Zellweger and Uma Thurman, has specially designed pockets that purport to make women's bottoms look smaller and more pert.

Frank aims to position the jeans, which retail at £130 and are available from Harvey Nichols and Selfridges, as a 'long-term investment', according to Frank PR fashion director Peter Matthews.

He added that the agency would stress the quality and 'flattering fit' of the jeans to its target media, which include women's lifestyle magazines, fashion trade and consumer publications.

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