What makes jeans new for women in Spring, 2001? Polo Jeans is tapping into femininity with an Americana theme. "Designing a summer collection is great," said Vice President of Womens' Design Rachel Rushforth Worrell. "You can really be bare with it!" she added. Here, drawings on the wall appear with attitude, even up to the hairstyle on top of the sketched drawing of a women in the latest designs. Denim, we learn, is an incredibly versatile fabric. It can be dressy, edgy, or directional. "It is the heart beat of how people dress. It's a non controversial garment," added Rachel. But, attention to details, she told us is essential. While all of the designs come from "a reservoir of personal aesthetics," Rachel admits that, "It's extremely important that we design jeans that fit well from all angles."

The same design team that put together the inspirations for Spring 2001, will not leave you hanging in worry about what to wear this fall. Back to school 2000 is all about, you guessed it, denim. Yet, we will see denim in dress coats, zebra print corduroy skirts, black shiny jeans, studded denim, vintage denim, and a lot of colored/tinted denim. Fall, 2000 is all about techno style getting all glammed up!

The thirst for new fashion ideas is getting quenched this summer as great minds team up and think alike in a new promotion that Polo Jeans is doing with Sprite. Both companies promote individuality and freedom: "Obey Your Thirst" works well with Ralph Lauren's brand identity of authenticity and individuality. Finding this common ground, both companies collided together to design a new marketing idea: a "You can win pocket change" contest. According to Chief Executive Officer of Polo Jeans Mindy Grossman, "This is less about co-branding Sprite with Polo Jeans and more about being a strategic partner with Sprite. According to our research, Sprite is the most popular youth beverage. This joint-program will get the Polo name out in the public eye, communicating a message that doesn't deviate from Ralph Lauren's brand identity," Ms. Grossman added.

This summer, the Polo Jeans Department at some major department stores will change its design to create "Sprite Lounges," with couches, DJs, and specially designed Sprite vending machines covered in Polo Jean denim designs. Making shopping a really fun experience, the "You Can Win Pocket Change" contest will also offer an under the cap promotion, where purchasers can win hats, shirts, etc. Also, the top prize will be a $1000 bill which will be placed in a pocket of a brand new pair of Polo Jeans. There are 50 $1,000 bills that will be awarded.

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