Don’t call me Jennyfer returns to being ‘just’ Jennyfer

French fashion label Don’t call me Jennyfer is returning to its old name, Jennyfer. Despite the chain explicitly enforcing the name change since 2019, customers largely ignored it.

Back to the roots

In 2019, Jennyfer went through a rebranding and demanded “Don’t call me Jennyfer” any more, trying to ensure a more modern and younger positioning. However, customers just kept on calling the brand Jennyfer – so now the label makes the reversal official.

General manager Yann Pasco sees the decision as a return to the brand’s roots, reaffirming women up to 25 years old as it target audience, LSA reports.

In July 2023, (Don’t call me) Jennyfer entered financial difficulties. New shareholders and a new management put an end to that precarious situation a year later. The chain still has some 300 stores, of which three quarters are in France.