If you’re looking for the three F’s of denim ( fit, function, and fabric) then the newly redesigned brand Serfontaine is one you should check up on. They forgo the latest trends in denim for everlasting staples to add to your wardrobe. Sound good? Read on for our exclusive interview.
Denim Therapy: How do you differentiate yourself from the hundreds of popular denim brands afloat right now?
Serfontaine: Serfontaine is a premium denim brand which utilizes the latest in design and fabric technology, to achieve jeans that are made to fit your body. Serfontaine is the first premium denim brand to create an entire jean collection with Bi-Stretch technology infused with T400 fiber, a far superior stretch technology to spandex or Lycra. We separate ourselves from other brands because we have 360 degree stretch due to the X-fit Lycra plus Supima Cotton is incorporated into the jeans, also known as the Cashmere of cottons.
DT: Describe the (man/woman/man or woman) who represents your ideal target customer—the customer you have in mind when you’re planning a collection.
Serfontaine: The jeans are designed with women in mind that are discern, assertive, individualistic, doesn’t follow trends but understands fashion.
DT: Can you give us hint about what’s next?
Serfontaine: In the next collection we will have flared jeans, and some more luxurious jeans.
DT: Favorite celeb wearing your brand?
Serfontaine: In the previous collections we had various celebs wearing our jeans. My personal favourite would be Sienna Miller, however I can only speak for myself in this matter.
Tags: exclusive interview, lycra, new denim brand, q&a, Serfontaine, Sienna Miller, supima cotton
Brainchild of sisters Sienna and Savannah Miller Twenty8Twelve has created quite the buzz over the last few seasons, and for good reason too. It’s just the right look for any girl with who wants that romantic bohemian vibe with a hint of rocker chick appeal. What else could you ask for? This spring the duos’ collection keeps the emphasis on all things vintage inspired reworked into modern and wearable separates. Among the soft pastel hues, feminine floral prints, and flowy chiffons are a slew of denim pieces that we are absolutely loving. From button-front denim dresses, light washed denim jackets, distressed shorts and jeans, shirts, and (our favorite) a chambray knee-length skirt with fringe detail, this collections has something for everyone.
View the full lookbook at the Twenty8Twelve website.
Tags: Bohemian style, chambray, DENIM, denim dresses, denim jackets, denim separates, distressed denim shorts, fringe details, jeans, LookBook, Rocker Chick style, Savannah Miller, Sienna Miller, Spring Summer 2011, Twenty8Twelve, Vintage inspried clothing
Julien Jarmoune has taken his life-long passion and talent to new heights. After extensive research of the saturated denim industry, he realized there was something missing in the market: a basic well-designed jean. Through combining his knowledge and sheer determination, Black Orchid was born as a classic line appealing to women of all ages. Jarmoune’s Black Orchid denim designs have a reputation for innovative washes and attention to fit details. The collection has a huge celebrity and non celebrity cult following year after year. Denim Therapy had the opportunity to find out exactly how special Julien Jarmoune and Black Orchid Denim truly is- Read on for an exclusive interview…
DT: How does black orchid denim differentiate from any other denim brand?
BOD:Black Orchid’s competitive advantage stems from its true versatility. Black Orchid differentiates itself through innovative washes, easy-to-wear styles and impeccable fit details.
DT: How do you recommend wearing denim?
BOD: These are jeans that can be dressed up or down for day or night and go with absolutely everything. It is a perfect combination of form and function.
DT: What are some of the best black orchid denim styles? Fits? Washes? How do you like for them to be worn?
BOD: Black Orchid’s “Black Jewel Jeggings” have become popular with women of all shapes and sizes and have gained a large celebrity following as well because they are so comfortable. Our “Black Hawk” Cargo Jeggings are great because they were a nod to this fall’s massive military trend while still focusing on a sexy, flattering fit. They have been updated for spring in exciting new fabrics and colors.
DT: Where do you see the future trends for denim headed (skinny, wide, jeggings etc.)?
BOD: I think that the military chic trend will continue to influence denim. We will continue to see the return to high rises and larger leg openings than the skinny. New and innovative fabrics are constantly being created for ultimate comfort and fit.
DT: Have you expanded your collection to include any non denim pieces as the industry is leaning towards more comfort? Or perhaps there is a specific denim fabric that allows for amazing comfort?
BOD: ?Our “Black Jewel” jeggings are made from a high stretch denim that is as comfortable as a favorite pair of leggings.
DT: Do you have any favorite go to denim shops? Will black orchid be opening their own boutique? Where do you currently sell?
BOD: No plans to open our own boutique at the moment. We are sold in department stores such as Bloomingdales, specialty boutiques, and online retailers such as www.singer22.com, www.revolveclothing.com, www.blacklabelboutique.com, etc.
DT: Your advertising incorporates a lot of sex appeal- how does that appeal to your customer? Will we see more of that?
BOD: Absolutely. Because of our attention to fit details and using premium fabrics, we think that our customer should always feel sexy in a pair of great-fitting jeans.
DT: Any (exclusive) insight into black orchids denims next season? What can we expect?
BOD: Skinnies and 5 pocket Jeggings are still a big part of our collection. We have introduced new fits such as a High Rise Flare and Bootcuts . We also believe that the Cargo and military inspired styles will carry over into the Spring season.
DT: What is your design inspiration? How do you keep at it year after year?
BOD: ?Inspiration is taken from the world all around us. I look for design details that will make a woman comfortable yet sexy. My goal for this collection and every collection are pieces that look and feel elegant, sexy and edgy.
DT: Favorite celebrities/muses?
BOD: Jessica Alba, Reese Witherspoon, Kate Moss, Sienna Miller, Rihanna
DT: Why is black orchid denim called black orchid? How did it all begin?
BOD: The “unicorn” of the orchid family – the Black Orchid – is the rarest and most desired, often believed to hold unique powers. Inspired by the same concept of rarity and beauty found in something so basic and affordable, Julien named his new line after the distinctive flower. Through the years, Julien has expanded on his intricate washes and construction techniques to offer much more than the basic jean, but he hasn’t forgotten the attention to detail, comfort in fabric and fit for all sizes that made the brand so successful. The rare flower that will become a staple in every wardrobe, Black Orchid is ideal for all women searching for that perfect pair, whether classic or trendy.
Visit their website to view all the special styles.
– Jackie Racer
Tags: black hawk cargo, black jewel jeggings, black orchid, blacklabelboutique.com, DENIM, Jessica Alba, Kate Moss, military style, reese witherspoon, revolveclothing.com, rihanna, Sienna Miller, Singer22.com