Imagine this: You or another Latina sporting a denim jacket with the words “poderosa” (powerful) or “mujer exitosa” (successful woman) embroidered on your clothing, while sitting on a throne in the laid-back setting of a Latinadom. Through a partnership with Remezcla and Target that goes beyond the store shelves, that’s one of JZD’s hopes and goals – to be “a lifestyle brand for the Latina queens.”
JZD’s sand-colored sweatshirt with the phrase, “Ayer llorando, hoy brillando” (Yesterday crying, today shining) printed on it reads like a declaration of women empowerment that can rally Latinas together to prove their resiliency.
Founded in 2016 by Jennifer Serrano and Veronica Vasquez, JZD started as a way for Latinas to feel represented and connected to their roots. Over the last six years, “we’ve grown and changed,” JZD says on their website. “But at the core, this brand is still on a mission to tell not only our story, but yours too.”
JZD is showing Latine communities how inspirational words and phrases give spirit to diverse identities and can be used as a key tool for Latine creators, musicians, and poets to tap into the magic of the culture. There’s a reason JZD’s collection includes a hoodie that reads, “Latina Power.” It’s because Latinas are powerful beings with expressive hearts and minds and the capacity to dream, dance and love.
Now, leading a partnership between Target and Remezcla, JZD is stepping into the spotlight in its own exciting campaign to showcase the Latine talent that is helping to bring its meaningful messages to the forefront – from the clothes Latinas wear to the tote bags they carry. Many of the phrases JZD incorporates in their merchandise seem to serve as a direct continuation of one another, whether they’re political, social or brimming with nostalgia.
Part of the campaign includes the short film, Sentimental Pero Chingona, directed by Ambar Navarro, which features a poem written by Vianney Harrelly. The Mexican poet and writer is originally from la frontera of Tijuana and San Diego. Her poems serve as love letters to herself and her family and community and speak to the nuances that Mexican Americans hold dearly.
Described as a “letter written to her inner child,” Sentimental Pero Chingona allows Harrelly to remind herself that her ancestors will support her unconditionally and that nostalgia is sometimes humorous and always uplifting.
Through her memories, traditions, struggles and accomplishments, Harrelly uses her own words – along with JZD’s product phrases – to celebrate the realness of the Latine culture and answer complex questions about what it’s like to be a Latine individual growing into oneself.
“Querida niña interior, how do I explain lo que es el amor?” (“Dear inner child, how do I explain what love is?”) Harrelly asks herself in her poem. She goes on to describe her grandmother showing her love through the food she prepared for her as a child and the encouragement she received to follow her dreams. “Don’t give up mija, you can do anything. Be happy, live your life.”
JZD is delivering the same sentiment of strength through their innovative brand. It’s something that is already embedded in all Latinas through their history. With JZD, its message of confidence, tenacity, and fearlessness can be displayed for everyone to see and understand that la gente’s aspirations are limitless.
The content produced for this JZD campaign is part of a Remezcla and Target partnership that aims to boost visibility of Latine-owned brands distributed at Target.