It had to happen. Designer jeans are making a comeback. In their heyday during the late 1970s and early 1980s, no style conscious female would have been caught dead without at least one pair of trendy, tight fitting, status label denim jeans. At the height of the disco era everyone from French couturiers to American socialites was busily slapping their logos on the backsides of eager consumers. Now, with more and more people eschewing tailored clothing in favor of casual sportswear, a new wave of fashion notables are discovering the potential profits inherent in a couple of yards of cotton twill fabric.
Todd Oldham, Tommy Hilfiger, Ralph Lauren and Nicole Miller are just a few of the Seventh Avenue names who have launched new jeanswear collections. While Europeans such as Christian LaCroix, Dolce & Gabbana and Romeo Gigli have come out with their own versions of what was once viewed as the quintessential American garment.
This recent resurgence of designer denim is good news for retailers who have suffered from a dip in apparel spending. According to figures supplied by NPD for Cotton Incorporated, 511.9 million pairs of denim jeans were sold in the U.S. in 1995, up from 483.3 million the year before.
"Jeans are always a big money maker," says Valerie Steele, Assistant Adjunct Professor at the Fashion Institute of Technology, "because they make the wearer feel young, hip and sexy." She notes that despite the movement toward dressing down, many people are still willing to pay extra for the implied luxury of a prestigious brand. "I think everyone looked at the success Calvin Klein has had in this area and said why can't we do that?"
But does the world really need another line of five pocket, straight leg jeans? When Sun Apparel, one of the largest denim jeans manufacturers in the country, debuted the Todd Oldham Jeans line last year, their aim was to duplicate the wit and whimsy of the New York designer's ready-to-wear.
"The three things that set us apart are color, pattern, and fit," says Lisa Silhanek, vice president of marketing for the company. Traditional indigo blue is only one of a rainbow of hues used here and prints range from leopard skin to tie-dye to Oriental florals. Silhouettes are slim and close to the body for a more directional look. "We don't only do the basics," says Silhanek. "The customer who buys these jeans knows they're getting Todd Oldham signature style."
In fact, an outfit comprised of items from a well known designer's jeans collection can even be considered a bargain. In "The Fashion Police" section of the current issue, Allure magazine raves about the extensive Ralph Lauren Polo Jeans line as having the same sensibility as couture clothing "for a whole, whole lot less money."
The "sexy jean" from Todd Oldham Jeans is cut slim for a body-conscious fit. |
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