Fashion

Everything we know about the Jacqueline Fernandez fashion label, Just F

All hail athleisure

From films to food to fashion to fitness — Jacqueline Fernandez’s career trajectory is only headed upwards as the multi-hyphenate readies herself to launch her fashion and fitness brand, Just F, in association with Mojostar. All set to hit stores on May 23, Just F is targeted at millennial Indian women who want to make fitness a part of their daily life. 

"I've noticed a major pull in the athleisure space in India, and I wanted to contribute towards this with Just F," says Jacqueline, who has been conceptualising this with Mojostar for the last two years. "I'm extremely passionate about fitness; I work out on a daily basis, and I find the options for activewear very limited in India. I know how uncomfortable it is when your sports bra doesn't fit you well or your tights are making you feel like you're being stared at. And the sheer lack of pockets is highly discouraging — where do you stash your phone and your keys? So, this brand is born out of the experiences and challenges I've encountered." 

Just F, which touts itself as a fashion and fitness label from a female perspective, will be launching with seven sub-collections — floral-inspired, monochrome, colour blocking, club-inspired, typography-inspired, a line of sports bras and a range of core essentials — that promises comfort and style in equal measure. 

"Whatever you enjoy doing everyday becomes a part of your lifestyle. For me, fitness has become a constant, and it reached a point where I wanted to wear my fitness wear outside, whether it was stepping out for a drink after the gym or going to work out straight after a shoot. Just F aims to bring about this transition where different parts of our life blend in, fashionably and comfortably," explains Jacqueline.

This is good news for fitness enthusiasts who lose out on gym time while travelling back and forth from work. What's more, each piece of clothing will have a special message on the label from Jacqueline. With price points ranging between Rs 1,000 — Rs 3,000, Just F is Jacqueline's authentic take on fashion and fitness. 

This move comes after the Race 3 actor announced that she will be opening her first-ever restaurant in Mumbai, after her successful venture into the restaurant business with her fine-dining restaurant, Kaema Sutra, in Sri Lanka's Colombo.