TreBy Valentine Fabre
Credit: @thecouleurofstyle
Denim seems to be the trend of the moment. A trend consisting of many variations, the material originally used by blue-collar workers, has become an essential in everyone’s wardrobe.
The year is 2001 and the location is The Shrine Auditorium, in Los Angeles, for the American Music Awards. Justin Timberlake and Britney Spears are about to make history in matching head-to-toe denim outfits. Her, in a patchwork maxi dress, a matching handbag and a rhinestone choker, him in a full light-wash Canadian tuxedo and an assorted cowboy hat. Twenty-years later, the then-couple is still known for this iconic look. Since then, Julia Fox and Kanye West, Hunter Schafer, Ashton Sanders and Zazie Beats have been spotted with full denim looks on the red carpet. From cheap durable uniforms to glamorous garments at the most exclusive events in the world, denim has grown to be our wardrobe’s favourite.
Credit: @thecouleurofstyle
Denim The Shapeshifter
Of course, not everybody has the chance to walk down red carpets, but fortunately enough, denim has never lost its worldwide popularity and casualness. Jeannie Lee, currently head of womenswear buying at Selfridges reported that denim sales had increased by 37% annually, making it a highly profitable and interesting fabric to invest in for brands.
And denim seems to be everywhere, in multiple variations. Whether it is as the iconic Levi's 501, a second hand jacket, mini skirt, also if we follow the (debated) hemline index theory, which has now becoming the maxi skirt, or the infamous and recently popularised on TikTok, ‘Jorts’, denim has infiltrated every part of our lives. Hand in hand with a global tendency to buy pre-loved and a second-hand market, which grew by 28% in 2022 and is expected to reach $70B by 2027, denim has become both easy to purchase as well as timeless.
Found in abundance on charity/vintage shops’ racks, denim is also very popular amongst upcyclers and emerging brands. Based in East London, and created by fashion stylist Anna Foster in 2018, ELV Denim is one of those brands actively participating in creating a new circular system for denim. By reusing denim destined for landfills, the brand creates casual and unique pieces. Many other brands are currently leading the way, alongside fashion D.I.Y enthusiasts, in reshaping this highly versatile material and keeping it up-to-date with trends.
Credit: @thecouleurofstyle
Denim or ‘Denim’?
Haute Couture week in Paris this last week, saw denim rise as the star of the show amongst the luxurious gowns and uniquely crafted designs. Valentino opened their show with a magnificent silk shirt and a pair of Levi's 501's entirely covered with embroidered microbeads to look like the denim, whilst Balenciaga's collection offered a brushed off cotton denim look and Julien Dossena also created a beaded denim look for his guest collection at Jean-Paul Gaultier. Earlier in the year, Bottega Venetta sent Kate Moss down the runway in leather trompe-l’oeil pants with curious similarities to denim for their RTW SS23 collection. However, it is highly unlikely everyone will be tempted to don fully beaded jeans, not just because it may be highly uncomfortable but also due to their considerable cost (Balenciaga ‘jeans’ were estimated to roughly cost 27,000$).
Known for its significant impact on the environment because of its high water usage, energy consumption, and chemical pollution, fake ‘denim’ is fast becoming an interesting alternative for the garment. This alternative may be the driving force towards the innovation of new ways in which craft can imitate denim.
What is certain is that denim is here to stay. Ever since it was popularised in the 1950s, it has become a staple piece that always seems to reinvent itself. Currently facing significant environmental issues, it is expected that innovative fashion designers and fashion enthusiasts will find a way to maintain the materials popularity, whilst rethinking its overall impact on the planet.
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