BTS of the Just Petites Launch
BTS of the Just Petites Launch
We’re pulling back the curtain on one of our most exciting launches to date: Just Petites—our very first denim collection designed specifically for women 5’4” and under.
Model Janet Yuan @janjanyuan brought the vision to life, set against a bright sky-blue backdrop with oversized florals (a nod to both scale and spring). The shoot captured the essence of what Just Petites is all about: fun, fresh, and finally the right length.
The Team Behind the Magic
We couldn’t have brought Just Petites to life without our incredible creative crew:
📸 @thenuestudios – Production + Art Direction
🎨 @sophiaschrank – Photo
💄 @alymmorgan – Styling
💇♀️ @karlyketelle – Hair + Makeup
🎥 @glaubanator – Social Media
Together, we dreamed up a set that celebrated scale and fit—from oversized daisies to thoughtfully styled petite silhouettes, it was all about bringing proportion and personality into focus.
We caught up with our CEO, Christine, who shared more about how Just Petites came to be—and why it was so important to get it just right.
Why We Made Just Petites: Q&A with Christine
Just Petites is such an exciting launch for Just Black Denim. What initially inspired you to expand in the petites direction?
Our customers have requested this expansion for the past months and years, so we've decided to listen and deliver! We're super excited to support our customers’ needs and finally supply those in need of the perfect-length jean.
Was there a particular moment or piece of feedback from customers that made you realize there was a real need for petite sizing?
Yes! Customers were sharing that our jeans were fitting too long—it was taking them time to get them tailored or even cutting them at home. Many of our shoppers are under 5’5”, so it became clear that this was something we needed to support.
How do you define “petite” in terms of denim, and how does it differ from just offering shorter inseams?
Designed especially for women 5’4” and under, Just Petites features a higher knee placement, shorter inseam, and a gap-proof waistband—so the jeans really fit, from waist to ankle.
Can you walk us through the design process for the petite collection?
We start with a fit model who represents our petite clientele, and adjust the hip, knee, and length measurements accordingly. We want every piece to feel flattering and functional—fashion-forward but still traditional and comfy.
How did you decide which styles to include in the petite launch? Are you focusing on bestsellers or introducing new silhouettes?
For this launch, we decided to introduce entirely new product designs. We’re so excited for our petite customers to explore this fresh lineup!
What was the inspiration behind the campaign shoot?
We were inspired by the freshness of spring—we wanted to incorporate brighter colors and whimsy. The oversized flower was a playful way to show scale, and the soft sky-blue backdrop helped bring focus to the full length and fit of each piece.
How do you hope customers feel when they see the campaign? What message are you trying to convey?
We want our customers to see another side of Just Black Denim. This campaign is vibrant, light-hearted, and fun—just like our customers. We hope they feel represented and celebrated.
Are there any signature styles in the petite line that you’re especially excited about?
Absolutely—the Petite Bootcut! It’s such a timeless piece and can be styled effortlessly for any occasion.
Is Just Petites a one-time release or an ongoing expansion?
This is just the beginning. We’ve already received an incredible response, and we’re committed to growing and evolving this category.
Janet is wearing (L to R): The Mini Patch Pocket Bootcut, The Midrise Slim Wide Leg, The Mom Short
What’s Next for Just Petites?
This isn’t a one-time drop—Just Petites is here to stay. With amazing early feedback and support from our community, we’re already working on expanding the collection.
Shop the collection now → Just Petites Collection