De Jesu | Reinventing the Shower Cap For the Modern Woman

Author: Coco Marett
08.21 / Style

We never thought we would put the words ‘shower cap’ and ‘stylish’ in the same sentence but the day has come. Advertising Art Director Jackie De Jesu has just launched SHHHOWERCAP, giving the notoriously dowdy shower cap a complete overhaul, transforming it into a stylish, reusable, waterproof turban in a range of colors and patterns.

"The girls who are using shower caps are the girls who care about how they look, who want to keep their hair healthy, who like fashion. I saw a huge hole in the market and this tension between what people want and need,” says De Jesu. “The girl that just wrote shower caps off because they weren’t that great, because nothing spoke to them and they didn’t work well—I'm tapping into that market.”

Source: Fast Company