Sarah Jessica Parker is the new face of Jordache

Liz Berlinger, president of Jordache, has described the announcement of Sarah Jessica Parker as the new face of Jordache Look collection and Jordache Collection as, "an iconic celebrity with an iconic brand." The former star of "Sex and the City" will be following in the footsteps of other celebrity models, such as Heidi Klum and Elizabeth Hurley. Beginning yesterday, June 10, Jordache will launch the Jordache Look Collection exclusively online, representing their entry into the world of e-commerce.

Jordache, founded in 1978, is known for their famous tight, sexy, fashion-forward jeans. The new website will feature updated versions of their vintage styles. Going forward, Jordache will be tapping into its popular styles from the Seventies and Eighties, including the original high-rise, straight-leg silhouettes, rigid denim, classic back pocket embroidery designs, and Jordache horse head logo stitched on the coin pocket.

They will also be adding new styles in four-way stretch fabrics and classic washes, including dark deep indigo and acid wash. Price points for jeans will range from 89 dollars to 149 dollars. For those looking for something a little more unique, Jordache will be offering one-of-a-kind pieces handcrafted from their vintage pieces and restyled by a local artisan. The price points for these pieces will range from 300 to 500 dollars.

Parker will appear in ads for both The Jordache Look and Jordache women's collection sold at Wal-Mart. Fashion photographer Michael Thompson shot the campaign which will appear in print, online, in stores, and across their social media channels. The standard Jordache collection will continue to be sold at Wal-Mart, and will be available mid-July. It will be offered in both the U.S. and Canada at a price point around 17 dollars.