JoJo Siwa has said she hopes the relaunch of her signature hair bows will encourage a new generation to develop confidence and self-expression. The 22-year-old has entered a new licensing partnership with JennZ to revive JoJo’s Bows alongside a new line, Joelle Bows, featuring updated designs intended to grow with her audience.
++ Research finds women favour more feminine-looking men
In a statement, Siwa said the bows were always intended to reflect how wearers felt rather than simply what they wore. She explained that returning as creative director allows her to guide every aspect of the relaunch, ensuring the brand’s message evolves alongside both her own career and the fans who supported the original range.
Under the agreement, Siwa will oversee all creative decision-making, including product development, materials, visual identity and marketing strategy. The aim, according to those involved, is to maintain the spirit of the original JoJo’s Bows while updating the designs to reflect changing tastes. The original range sold more than 80 million units worldwide.
++ Nigella Lawson’s private life beyond Bake Off
Jennifer Saad, founder and creative director of JennZ, said the bow had become a symbol of creativity and confidence, and that the relaunch was designed to honour its legacy while adapting it for today’s audience. John Edward Thomas, founder and chief executive of Thomas Global Media, said the revival celebrated an accessory that continues to promote positivity and self-expression on a global scale.
