Multi-talented pop culture icon JoJo Siwa is relaunching one of the most iconic hair accessories of the 2010s – JoJo’s Bows!
Originally launched in 2016, JoJo’s Bows was a global phenomenon, with over 80 million bows sold worldwide. The iconic hair bows, sold at Claire’s Accessories, were inspired by the celebrity’s flamboyant style and sparked a craze for giant clip-in bows among JoJo’s fans. They were so popular that they were even banned from schools across the UK for breaking uniform policies and being distracting!
10 years later, JoJo has announced a new licensing deal with JennZ, in partnership with Thomas Global Media, where she serves as Creative Director. JoJo’s Bows return in their original form – the classic signature shape that JoJo has worn throughout her career – along with the new Joelle Bows that will feature new silhouettes.
In her role as Creative Director, JoJo personally leads all creative decision-making—from product direction and materials to brand storytelling, visual identity and marketing strategy—ensuring that the relaunch remains authentic to the spirit that originally made JoJo’s Bows a global phenomenon, while evolving the brand for fans growing up with her.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 arcs 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 to the partnership, having been involved in JoJo arc licensing from the beginning. Today, she is applying that experience, energy and institutional knowledge to this new creative venture through her company, JennZ.
“The JoJo Bow is not just an accessory – it’s a symbol of confidence, creativity and style,” said Jennifer Saad, founder and creative director of JennZ. “Reintroducing it to a new generation is about celebrating the magic that made it iconic and evolving it for who these fans have grown to be.”
“We are proud 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 hoops sold worldwide in the previous program, this relaunch celebrates a brand that continues to inspire self-expression, confidence and positivity among fans worldwide.”
The new JoJo Bows collection will be available here starting at 12pm PST today!
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