Jacqueline Fernandez launches own designer brand.

Jacqueline Fernandez is busy with her new business venture. With multiple brand endorsements, shoots, and a new venture into the food industry with her Sri Lankan based restaurant Kamae Sutra. 

But too much to do and too little time to execute it in to business that never stopped her from pursuing what she believes in. And the actor is back at it again with the launch of her new feminine active wear brand, Just F.

“Just F, is a fashion idea, came to me through my event manager, Anirban Das Blah,” says Fernandez. “It was basically about setting up a product that revolved around the world of fitness for women. 

As a consumer, and as someone who has a passion for fitness, I noticed that I just wasn’t able to find the right clothes to work out in the country. 

We realised that there is a business gap in the market for this segment. That’s when we decided to set out on this journey to make sure that whoever you are, and whatever type of woman you are, whatever your size is, how your personality is, you’d be able to find something to wear for to work out. And well, that’s what Just F brand is.”

The designer fitness brand owned by Mojostar and actress Fernandez, Just F is a move to redefine the space of female active wear in India. 

Designed for the trendy and free-spirited workout girls, the line will cover a range of trends, and will eventually be divided into seven subsections club-inspired, monochromes, florals, colour blocking, typography, a detailed collection of sports bras, and a core collection, which will be an essentials line. 

Fernandez tells us more about her journey in fitness product, and what we can expect from her new brand Just F.

On her entry into the fashion world.

“To be honest, I wasn’t too keen on the idea when it came to me. I knew that fashion isn’t actually my forte; fitness is my forte. And I know that everyone’s sort of jumping on this trend, and I didn’t really want to follow the herd. But on second thought, it was the fact that we were venturing into something I truly believed in, into athleisure, fitness and lifestyle, which is something that I want to inspire in everyone, that made me realise that this is something I really want to do.”

About the brand name Just F.

“The brand name took us a while to get to. The more we sat on it, the more we started thinking about the communication of the brand. And the communication was simple. 

It was reminding people that guys it’s time to start giving an F about your life and changing it for the better. 

Here, we are incorporating outfits for that you don’t necessarily have to wear only to the gym. You can just make your everyday life more active. As someone who’s been involved with fitness for so long, I know the benefits of it. And I know it can just change your life around. And that is exactly what I want to start infusing into people’s mentality.”

Just F girl – The brand personality.

“The Just F girl can be anybody. Fashion for me is a form of art. You can judge it, but you can’t completely critique it in a way that claims you’re the only one who’s right. You have to let people do what they want to do.” 

“The Just F brand collection has a plethora styles that cater to so many different people-personalities, types-because that’s what we are. No two people are the same. Everyone has their own taste and their own choices, and you should be able to do and wear what you want to wear, without any judgement.” Reported on Vouge.

About Jacqueline Fernandez in the Bollywood.

Jacqueline Fernandez is a Sri Lankan actress, model, and the winner of the Miss Sri Lanka Universe pageant of 2006. Born into a multiracial family of Canadian, Sri Lankan and Malaysian descent, Fernandez was raised in Bahrain. 

After graduating in advertising and mass communication from the University of Sydney and working as a television reporter in Sri Lanka and she started doing modelling too. She was crowned the Miss Sri Lanka Universe 2006 and represented Sri Lanka at Miss Universe 2006.

While on a modelling assignment in India in 2009, Fernandez successfully auditioned for Sujoy Ghosh's fantasy drama Aladin, which marked her acting debut. 

Fernandez had her breakthrough role with the psychological thriller movie Murder 2, her first commercial success. This was followed by glamorous roles in the commercially successful ensemble comedy-based Bollywood movie Housefull 2 and the action thriller Race 2, which garnered her an IIFA Award for Best Supporting Actress nomination. 

Jacqueline Fernandez went on to star in the top-grossing action film Kick and the comedies Housefull 3 and Judwaa 2.

As the famous actress in India, Fernandez is the recipient of several awards. Alongside her silver screen acting career, Jacqueline Fernandez has worked as a judge in the ninth season of the dance reality show Jhalak Dikhhla Jaa, is a popular celebrity endorser for various brands and products, has participated in stage shows, and is active in humanitarian work.

Jacqueline was born on August 1985, in Manama, Bahrain and was raised in a modern family. Her father, Elroy is a Sri Lankan and her mother Kim is Malaysian orgin. 

Her father, who was a musician in Sri Lanka, moved to Bahrain to escape civil unrest between the Tamils and Sinhalese and subsequently met her mother who was an air hostess. 

She is hosted television shows in Bahrain at the age of fourteen. Jacqueline also attended the Berlitz school of languages, where she learnt Spanish and improved her French and Arabic.

According to Jacqueline Fernandez, she had aspired to become an actress at a young age and fantasized about becoming a Hollywood movie star. 

She received some training from the John School of Acting. Although, she was a television reporter, she accepted offers from the modelling industry, which came as a result of her pageant success. 

In a 2015 interview, Fernandez described the modelling industry as "a good training ground" and said: "It is a medium that is about shedding your inhibitions, knowing your body, confidence". In 2006, Jacqueline appeared in a music video for the song "O Sathi" by music duo Bathiya and Santhush.

In 2009, Fernandez moved to India for a modelling assignment. She studied acting under the mentorship of theatre director Barry John, and successfully auditioned for Sujoy Ghosh's fantasy film Aladin her acting debut. 

She played the love interest of Riteish Deshmukh's character, a role based on the character of Princess Jasmine and Rajeev Masand of CNN-IBN felt that she was: "easy on the eyes and appears confident but has precious little to do". 

Although the film was a critical and commercial failure, she won the IIFA Award for Star Debut of the Year - Female.

In 2010, Jacqueline Fernandez appeared opposite Deshmukh in the science fiction romantic comedy Jaane Kahan Se Aayi Hai. 

She was cast as a girl from Venus, who lands on Earth in search of love. The film, along with Fernandez's performance, received poor reviews on Rediff.com. Sukanya Verma noted: "She gamely makes a fool of herself whilst aping the actions of movie stars, ranging from Sridevi's Naagin dance, Mithun Chakravarthy's Disco Dancer moves, to Big B's violent headshake in Hum. 

Her Tara could be a keeper if only Jaane Kahan Se Aayi Hai wasn't so intent on turning her into a love-struck Barbie."

Film critic Anupama Chopra also criticized Jacqueline Fernandez, calling her "a pin-prick on a balloon". Later that year, she made a special appearance in the song "Dhanno" for Sajid Khan's comedy movie Housefull.

Mahesh Bhatt's thriller Murder 2 was Fernandez's first commercial success and marked a turning point in her film career.

Jacqueline took on the role of Priya, a lonely fashion model who is in a confused relationship with Arjun Bhagwat. Fernandez was praised by the Bollywood film industry for her performance, and for the boldness and hot sex appeal she showcased in the movie.

Gaurav Malini, a film critic from Times of India stated that she was "tastefully tempting" but noted that her romance with Hashmi was "literally half-baked". 

The following year, Fernandez appeared in the ensemble comedy movie Housefull 2 alongside Akshay Kumar, John Abraham, and Asin. It became one of the top grossing productions of India that year and earned US$28 million worldwide. 

Fernandez received mostly negative reviews for her performance. While Gaurav Malini praised her for her hot looks, NDTV called her a "blathering bimbo" who "find no pleasure in her role". Despite the negative reviews, Fernandez received a Best Supporting Actress nomination at the 14th IIFA Awards for her performance.

She played Omisha, a femme fatale, a role which required her learn fencing and some acrobatics. The film emerged as a commercial success with the domestic gross of more than US$15 million.

In a particularly scathing review, Saibal Chatterjee of NDTV wrote that both Fernandez and Padukone "strut around like wound-up automatons that are all decked-up but have nowhere to go." Also, the same year, Fernandez appeared in an item number, titled, "Jaadu Ki Jhappi", for Prabhu Deva's romantic comedy Ramaiya Vasta Vaiya.

Jacqueline Fernandez have close bond with her family and admits that she misses being around them. She says: "I miss them so much every day. You don't realise when you live away from home how difficult life can be. At the same time, staying away from them has taught me to be more responsible. It has taught me so many things about myself, about priorities and time management." 

In 2008 Jacqueline Fernandez started dating Bahraini prince Hassan bin Rashid Al Khalifa, whom she met at a mutual friend's party; they separated in 2011. 

While filming Housefull 2, Fernandez began a romantic relationship with director Sajid Khan. The relationship pulled media coverage in India and there was speculation of an impending wedding. However, that relationship also ended in May 2013.

In addition to acting in movie, Jacqueline Fernandez has supported charitable organisations and a number of causes.

In 2011 Jacqueline auctioned a breakfast in Mayfair, London, where she raised around £4000 for the Pratham NGO, which helps children's primary education.

In 2014, Jacqueline Fernandez was named "Woman of The Year" by PETA for advocating the protection of animals. Next year, she auctioned her designer outfits on an online portal for a philanthropic cause. 

Some of her outfits included the ones she wore in the song "Party On My Mind" and "Hangover". In March 2016, she was part of "Jacqueline Builds" campaign that raised funds for the victims of the 2015 South Indian floods.

Fernandez has participated in several concert tours and televised award ceremonies. In 2013, she performed at the Temptations Reloaded in Auckland, Perth, and Sydney alongside Shah Rukh Khan, Rani Mukerji, and Madhuri Dixit. 

She also performed at the live talent show "Got Talent World Stage Live" with Khan, Priyanka Chopra and Varun Dhawan the following year. In July 2014, Fernandez opened a restaurant in Colombo, Kaema Sutra, in collaboration with chef Dharshan Munidasa, which specialises in contemporary Sri Lankan cuisine.

Photograph Courtesy: Vogue