Multi-talented pop culture icon JoJo Siwa is relaunching one of the most recognisable hair accessories of the 2010’s – JoJo’s Bows!
Initially launched in 2016, JoJo’s Bows were a global phenomenon, with over 80 million bows being sold worldwide. The iconic hair bows, which were sold at Claire’s Accessories, were inspired by the celebrity’s flamboyant style and sparked a craze for giant clip-in bows amongst JoJo’s fans. They were so popular that they were even banned in schools across the UK for violating uniform policies and being distracting!
10 years later, JoJo has announced a new licensing partnership with JennZ, in collaboration with Thomas Global Media, where she serves as Creative Director. JoJo’s Bows are returning in their original form – the classic, signature shape worn by JoJo throughout her career – alongside the new Joelle Bows which will feature new silhouettes.
In her role as Creative Director, JoJo is personally leading all creative decision-making – from product direction and materials to brand storytelling, visual identity, and marketing strategy – ensuring the relaunch remains authentic to the spirit that originally made JoJo’s Bows a global phenomenon, while evolving the brand for fans growing up alongside her.
“JoJo’s Bows were never just about what you wore, they were about how you felt,” said JoJo Siwa. “Coming back as Creative Director means I get to personally shape every detail, making sure the heart, energy, and message behind the bows evolve with me and with the fans. This relaunch is for the fans who grew up with me, and for the next generation discovering their voice and confidence.”
Jennifer Saad brings a legacy connection to the partnership, having been involved in JoJo bow licensing from the beginning. Today, she applies that experience, energy, and institutional knowledge to this new creative venture through her company, JennZ.
“The JoJo Bow isn’t just an accessory – it’s a symbol of confidence, creativity, and style,” said Jennifer Saad, Founder and Creative Director of JennZ. “Reintroducing it for a new generation is about celebrating the magic that made it iconic and evolving it for who those fans have grown to be.”
“We’re thrilled to bring back one of the most iconic accessories in pop culture,” said John Edward Thomas, Founder and CEO of Thomas Global Media. “With more than 80 million JoJo bows sold worldwide in the previous program, this relaunch celebrates a brand that continues to inspire self-expression, confidence, and positivity among fans around the globe.”
The new JoJo Bows collection will be available here from 12PM PST today!
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