DC Thomson has unveiled a raft of brand collaborations that will bring the iconic British teen magazine, Jackie, to a contemporary audience.
DC Thomson launched Jackie, a weekly British magazine targeted at teen girls, in 1964 and the publication regularly sold 1 million copies a week at its peak in the 1970s before its eventual closure in 1993. Now, the publisher is capitalizing on the current consumer trend for the'70s by rebooting the brand through a modern licensing program that is focused on fashion, accessories and stationery for young adults.
The slate of new deals spanning apparel, live events, music and homewares and includes the first ever Jackie-inspired fashion line for women, which will launch at online fashion retailer, ASOS, Monday.
The limited edition ASOS collection has been developed by N16 Vintage for ASOS Reclaimed, which specializes in working with vintage fabrics and up-cycled original vintage pieces. Paying homage to the magazine’s heritage, N16 Vintage mined the magazine’s archives from the 1970s to draw inspiration for a line of dresses, skirts and outwear that feature original artwork and details directly from the pages of Jackie.
In addition to the ASOS line, a new production of Jackie the Musical is set to begin its nationwide tour of the U.K. later this year. The production was first commissioned by the Gardyne Theatre Dundee with Arden Entertainment and Sally Humphreys now also on board as co-producers. Capturing the vibrant spirit of the 70s, the show will tell the story of a recent divorcée who seeks advice from the pages of her old Jackie annuals.
DC Thomson has also signed Surface View to bring Jackie artwork to homes across the U.K. with a collection of 1970s murals, posters, canvas prints and window film. Each image reinterprets classic storytelling artwork from the magazine with designs including Never Trust a Boy like Me and The Things That Can Happen on a Starlit Night.
In addition to these new partnerships, a collection of Jackie compilation albums has been released by Universal Music featuring chart hits from the '70s.
“Jackie was the teenage bible of the 1970s, helping young readers find their identity and place in the world,” says Tim Collins, head of brands, DC Thomson. “Since its closure, the magazine has left an undeniable affection across the nation and now we’re committed to harnessing the legacy of the publication and transforming Jackie into a label for '70s music and fashion. We want to appeal to consumers of all ages–anyone who enjoys the music, pop culture and designs from the era–with high-quality product ranges and innovative collaborations.”