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WWD News: Hudson Jeans Gets Fresh Look And American Eagle Overhauls AE Artist Jean


 

Hudson Jeans Gets Fresh Look

by NINA JONES

Posted WEDNESDAY JULY 22, 2009

From WWD ISSUE 07/22/2009

 

Georgia May Jagger, the youngest daughter of Mick Jagger and Jerry Hall, is making her debut as the face of Hudson Jeans. Here, Jagger in Hudson pieces, all in cotton and spandex.

Georgia May Jagger, the youngest daughter of Mick Jagger and Jerry Hall, is making her debut as the face of Hudson Jeans. Here, Jagger in Hudson pieces, all in cotton and spandex. (Photo by Courtesy Photo)

Hudson Jeans is fashioning its next chapter. The Los Angeles-based denim brand, which got a $30 million investment from Fireman Capital Partners and Webster Capital this year, is expanding its mix and will kick off a fall ad campaign featuring rock progeny Georgia May Jagger. Hudson Jeans also is considering the launch of a retail concept.

???One of the key things the investment allows us to do is further the creative process,??? chief executive officer Peter Kim said. ???When Hudson was founded, the vision was to be the next great iconic brand. The investment brought us resources to take this business from where we are today to where we expect to be when we grow up.??? 

Advertising executive David Lipman, who is one of Hudson??™s investors and an operating partner at Fireman Capital, has taken on the creative direction of the campaign. He also is chairman of Lipman, the agency handling the account, and tapped 17-year-old Jagger for the campaign, which was shot last month in London by Mario Sorrenti and styled by Camilla Nickerson.

???It??™s all about her genes ??” literally and figuratively,??? Lipman said at the shoot in an East London studio. ???It??™s all about the heritage of having Mick Jagger as a dad and Jerry Hall as a mum. But more than anything, it??™s her spirit that captivates me.???

Georgia May Jagger in a campaign photo shot by Mario Sorrenti. (Photo by Courtesy Photo

Georgia May Jagger in a campaign photo shot by Mario Sorrenti. (Photo by Courtesy Photo)

Lipman noted that Jagger??™s English and American lineage mirrors Hudson??™s brand, which has a Union Jack logo. Among the campaign images are ones of Jagger wearing denim cutoffs and lounging on a Union Jack pillow or posing in ripped, bleached jeans against the background of an elegantly disheveled apartment, complete with beat-up leather armchairs and worn afghan rugs.

 

???It??™s the biggest campaign we??™ve ever done, and it will take the brand to that next level,??? Kim said.

Dan Fireman, chairman of Hudson and managing partner at Fireman Capital, said he sees the fresh direction as ???a game changer??? for the company: ???It??™s going to help sell-throughs in an environment where, frankly, things are tighter.???

Click here to read the full article


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American Eagle Overhauls AE Artist Jean

by DAVID MOIN

Posted WEDNESDAY JULY 22, 2009

From WWD ISSUE 07/22/2009

 

Madisyn Ritland in AE Artist Jean (Photo by Courtesy Photo)

Madisyn Ritland in AE Artist Jean (Photo by Courtesy Photo)

Looking to jump-start the back-to-school season, American Eagle Outfitters Inc. today is relaunching the AE Artist Jean with a perkier backside and sleeker profile. 

???The AE Artist was our best-selling jean of all time,??? said Henry Stafford, chief merchandising officer of the American Eagle brand. ???It??™s been newly designed to be extremely flattering all over, particularly the backside. It??™s a skinny flare fit with great waistband construction and a long and lean look for all shapes and sizes. You can be really curvy and wear these jeans.??? 

Despite strong sell-throughs ??” American Eagle won??™t disclose the units sold ??” the AE Artist Jean was discontinued last summer after a three-year run to make room for new fits. Customer requests inspired the design team to revive and re-create the jeans with changes in the pocket size and positioning of the yoke to lift the rear. There are five washes, from light to dark, with three priced at $39.50, and two with destroyed details at $49.50. Four of the jeans are stretch; one is rigid. 

A look at the back of the AE Artist Jean (Courtesy Photo)

A look at the back of the AE Artist Jean (Photo by Courtesy Photo)

Many retailers are banking on denim this season to lift sales, introduce looks and reset prices. J. Crew Group Inc.??™s Madewell just launched its ??™37s jeans line, at $59.50, a lower opening price point in jeans for the brand. Gap is overhauling denim and Guess is increasing the category in its stores, while Abercrombie & Fitch Co.??™s first Hollister flagship, which opened last week in Manhattan??™s SoHo neighborhood, features denim bars and premium styles. 

Click here to read the full article

 

 

–Nikki Cho Russo

 

 



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Posted Jul 22 2009 in Uncategorized
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