As Denim Therapy previously reported, American Eagle has embarked on a summer-long campaign which features 15 people from all walks of life, from athletes to students to graphic designers. The campaign debuted with actress Shay Mitchell (“Pretty Little Liars”), wearing the Skinny Kick jean. The denim campaign “is about positioning the customer at the epicenter of the brand, celebrating individual style through unique, real people and how they express themselves in their American Eagle jeans.” The campaign marks the first time the brand has ever departed from showcasing traditional models in their ads. View the gallery for all the looks.
The full American Eagle Outfitters “Live Your Life” campaign includes:
Aaron Bergantz – General Contractor from San Luis Obispo, CA, shows off the Bootcut jean.
Angel Taylor – Artist/Musician from Los Angeles, CA, shows off the Favorite Boyfriend jean.
Chase Wilson – Surfer from Newport Beach, CA, shows off the Original Straight jean.
Cleo – Student from Washington, D.C., shows off the Jegging.
Dez Duron – Singer/Songwriter from Shreveport, LA, shows off the Slim Straight jean.
Frankie Ball Jr. – Artist from Los Angeles, CA, shows off the Skinny jean.
Genevieve Rokero – Surfer from Kailua, HI, shows off the Slim Boot jean.
Jasmine Snow – Magazine Accessories Editor from Ocean City, NJ, shows off the Artist jean.
Julie Sariñana – Fashion Blogger living in Los Angeles, CA, shows off the Super Skinny jean.
Len Burton – Stylist from Nashville, TN, shows off the Original Boot jean.
Romina Puga – Student from Miami, FL, shows off the Skinny jean.
Sammy Prahalis – Professional Basketball Player from Dix Hills, NY, shows off the Straight jean.
Sandy Ley – Graphic Designer from San Francisco, CA, shows off the Original Boot jean.
Shay Mitchell – Actress from Mississauga, Ontario, CA, shows off the Skinny Kick jean.
Ty Foster – Actor/Musician from Granite Bay, CA, shows off the Relaxed jean.
For more information, go to American Eagle online.
—Kathy Ng Hassan
Tags: advertising campaign, American Eagle, juniors denim, misses jeans
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Last week we introduced you to Tears Of Bleu, the denim brand saturated with color and treated with unique washes. This week, we’re bringing you behind the scenes with designer Caius Olowu. Find out how the brand got its start, where the name comes from, and become a part of the Tears Of Bleu denim revolution!
Denim Therapy: We love the energy coming from this brand. Let’s start from the beginning. Can you talk about the creation story, beginnings in Japan, and how it grew to be what it is now?
Tears Of Bleu: I designed and sold my first denim line when I was still a student: 250 units of women’s Jeans, skirts and tops for Urban Outfitters UK that my sister and I cut and sewed ourselves on my living room floor. The collection ended up in Japan and I was offered a design Job. In 2006 I designed a menswear line in Japan and created a few pairs of jeans for myself (because I couldn’t find Jeans that fit me in Japan).
During a sales meeting a buyer asked where I got those jeans and wanted to place an order. Just as I was about to start producing my first order, True Religion Brand Jeans offered me a Senior design position in the US so I put the brand to rest for 4 years.
In 2010 I left True Religion and showed a few pieces that I created to a buyer in Japan. He placed 400 units and said he had never seen anything like it. I didn’t even have a name for it yet, but went with Tears of Bleu after my daughter, whose Japanese name is “Namida Blue” which means Blue Tears. It was a perfect metaphor for denim.
Now we are sold in Japan, US, UK, Germany and this coming Fall we’ll be in Hong Kong and and South Korea.
DT: What are some of the inspirations and aesthetics behind the designs in the current line? Any story behind the vibrant color scheme?
TOB: I was a civil engineer before I went back to college to study Fashion and Tailoring. I believe in the beauty of construction and every style has elements of tailoring, from the construction of the bound inseams on our premium turn-ups to how we create our women’s skinny to give a slim appearance.
The vibrant colors and processing are a completely new way of coloring denim developed by Jean Genie Studio and myself. I wanted my FW’12 look to represent contrast. I wanted to do color denim differently from everyone else. We use an enzyme wash to strip down the indigo before adding color. This keeps the highs and the lows in the texture.
DT: Are there any pre-design rituals for the team? Do the US and Japan teams meet often?
TOB: No design rituals, only that we continue with the same philosophy as we began with. We work separately from our Japan team who are based in Okayama Japan: they bring classic traditional modern jeans wear, with a vintage twist. The US team brings newness and experimentation. We do regularly exchange ideas inspired by the old, but what we do is for a new generation.
DT: Describe your ideal target customer.
TOB: A true denim lover who see’s denim as a lifestyle, an essential item in their everyday wear, someone who isn’t afraid to try something new, your everyday guy or girl that looks at denim as a revolution.
DT: How do you feel about the massive influence street style and blogs are having on fashion right now?
TOB: I have always believed that trends happen from the bottom up. They begin on the streets and end up on the catwalks. Thanks to bloggers, people are now much more aware of that. It’s the kids on the street that are really the leaders for trying something new and different which is noticed by designers and then in turn becomes fashion. The bloggers feed our desires and needs to know what new!
DT: Do you have any favorite style bloggers or fashion influentials?
TOB: My favorite style bloggers are Sara De Franza of SHELOVESUSA (www.shelovesusa.com), consueloblog (www.consueloblog.com) and Issam Hrs.
DT: Who would you love to see wearing your jeans?
TOB: It would have to be David Beckham, Zoe Saldana, Lapo Elkann and Gwen Stefani they all have individual self-styles, I would love to see them all in Tears of Bleu.
DT: What are the most popular washes/fits in the line? What are your favorites?
TOB: The most popular washes are the Milkyway wash—an updated tie dye smoothed out for a flowy, celestial look—Double star and ALEX wash. My favorite fits are the Lennon (our men’s slim skinny), the Chloe (our women’s premium skinny), and the Hendrix boot cut.
DT: How many pairs of jeans do you own?
TOB: I own 80 pairs of Jeans, Tears of Bleu, G Star, Gap and True Religion.
DT: Can you give us hint about what’s next for Tears of Bleu?
TOB: What’s next is a new collection of Hand Crafted Jeans. Each piece is unique, not only from a look point but also from the way we approach the aesthetics. All the hardware is authentic vintage, sourced through flea markets and auction sites. The inside of the waistband has a hanger loop that allows the wearer to hang their jeans up like they would a coat and we have also included an aged Leather back patch without any visible branding.
We intend to show that branding can come not only through logos but also through the construction of a garment.
Visit Tears Of Bleu online and check out their FW12 lookbook.
—Michelle Christina Larsen
Tags: acid wash jeans, colored denim, denim designer, interview, tears of bleu
Denim Habit, one of our favorite denim retailers—who happen to have just launched their online retail site—had a few minutes to answer some of our Q’s about brands, trends, and their latest ventures. Check out what CEO Brett Perloff had to say below!
Denim Therapy: We’re big fans of Denim Habit and the selection they provide to denim-lovers. Can you tell us the philosophy behind the brands you carry?
Denim Habit: We carry what we know our customers want. That’s the easy answer I guess. But the reality is that our customers are fashion forward and know what they look and feel great in. It is no surprise that the best brands in the world – the brands that we carry – are the ones who understand these fashions and continue to improve their products, expand categories and evolve.
DT: The e-retail site just launched, which is so exciting! How is that impacting the way you can reach out to your customers?
DH: Aside from being able to offer product in a different medium, our online presence allows us to speak to new customers all over the world who might never have heard of Denim Habit and certainly have not been to one….not yet at least.
We are able to explain who we are and what we do and it gives us a forum to educate fashionistas everywhere, even if they are not buying something. Without a doubt, our website also gives us the chance to learn from our customers in so many valuable ways.
DT: What are some of the most successful brands you sell?
DH: J Brand, DL1961, Adriano Goldschmied, Hudson, Henry & Belle and TEXTILE Elizabeth and James in denim. Non-denim brands that are very strong right now are Joie, Equipment, Patterson J. Kincaid, Feel The Piece, Emile and Zoa.
DT: Do you see the difference between customers for certain brands (ie: J Brand customers vs. AG customers)?
DH: Denim is a lot about fit and certain brands are better for certain body types. So, yes without a doubt, the customers can be different. What’s great about our sales associates is that they are so knowledgeable about our brands and which style fits an individual best. Our customers love that when they come in they are not wasting time in fitting rooms trying on jeans that will never work for them. It’s really one of the things that distinguishes us from other retailers.
As far as our online store is concerned, we are very excited about some new technology that we will be implementing to provide the same efficiency online.
DT: Can you tell us what’s next for Denim Habit?
DH: Special events are always on the horizon because we believe that we are not just a seller of clothes, but a community for those who understand the importance of fashion in our everyday lives – both functionally and as a form of expression. Events where we can get together and celebrate those are really important to us.
Also, we have a very unique program we are about to launch which we really think the fashion world is going to be excited about. All I can tell you is that the end result will be some really great new clothes. But that’s all I can say about that for now.
Shop your favorite brands at Denim Habit!
—Michelle Christina Larsen
Tags: buy jeans online, denim habit, Designer Denim, where to buy jeans
Denim Therapy had a chance to interview Big Star USA‘s women’s designer Miki Flores on the summer lookbook, the brand’s latest happenings, and what’s in store for next season. Go behind the scenes with this exclusive Q&A!
Denim Therapy: We’re in love with the Summer 2012 campaign/lookbook. What was the inspiration behind it?
Big Star: We used “Road Trip” as our theme for the Spring look book. A bit of a laid back bohemian vibe, which fit perfectly with our collection that included vintage denims, neon shorts and easy fitting jersey dress.
DT: Who is the Big Star customer right now?
BS: Our customers are independent and confident individuals who take youthful and modern approach when it comes to styling their outfits.
DT: What kind of washes are being emphasized in the line right now?
BS: We have always focused on bringing authentic denim washes to our customers. For this season, we focused a little more on paler shades and a bit of destruction with a twist of contemporary furnishings.
DT: Does your team have any pre-designing rituals?
BS: We normally take inspiration research trips to Europe or Asia to bring in freshness and also to step out of our daily routines. But doing vintage treasure hunts at flea markets or vintage stores are also very inspiring as well.
DT: Can you give us a hint about what’s next for F/W?
BS: Darker casts in authentic washes, leggings, wax coating, COLORS, prints, cozy cords, and workwear-inspired denims.
DT: How do you see street style/the web/developments in the online fashion community shaping the brand’s interaction (and even its DNA) moving forward?
BS: They play a huge role in shaping trends and what gets accepted at mass level. Most of us are spending more and more of our awake moments online or on our phones and seeing these influencers pushing new and edgier looks is definitely helping trend directions. I believe this plays a huge role on current trends of colors and prints.
DT: Finally, what message would you like to give to denim consumers right now?
BS: Be BOLD!
Visit Big Star USA to view the summer lookbook and shop!
—Michelle Christina Larsen
Tags: big star USA, interview, q&a, road trip, summer 2012 lookbook, vintage denim