Focusing on the label's sense of purity, simplicity and ease, the extension brand Jil Sander Navy launched last Spring 2010 was shot by photographer David Sims, featuring model Valerija Kelava in the new ad campaign. The new images can now be seen online alongside a behind the scenes video. Shot in New York, the campaign sees art director Macs Iotti, stylist Beat Bolliger, hair stylist Guido Palau and make-up artist Diane Kendal attempt to capture the odd feminine touch to effortless chic through un-constructed fits and informal attitude.

For the new website launching this Spring, Jil Sander worked together with digital artist Raphaël Rozendaal to create a visual experience that stands for its colourful dynamic which is significant for the collection, including layered asymmetric shapes, trench coats and jackets in innovative material combinations, and lightweight knitwear, as well as the iconic white shirt declinated into variations of shirt dresses and tops. Unexpected fabrics and a refined colour palette underline the effortless approach to clean shapes with fluid movement.

The launch of Jil Sander Navy collection will be celebrated with a major event in Isetan, the Tokyo department store in Shinjuku. In February the first Jil Sander Navy shop-in-shops will open in Japan.