08/01/2006
"I wish I had invented blue jeans. They have expression, modesty, sex appeal, simplicity - all I hope for in my clothes." - Yves Saint Laurent
"Blue jeans are the most beautiful things since the gondola." - Diana Vreeland
The perfect pair of jeans is the holy grail of fashion. From Marilyn Monroe in the 50s, to Marianne Faithful in the 60s, to Ali McGraw in the 70s, to Brooke Shields in the 80s, to pretty much everyone in the 90s, Jeans of all descriptions have clothed our icons and underpinned our wardrobes. Now, every high street chain has a denim range, every designer a denim line and even Victoria Beckham is cashing in on the market… but for most women the perfect pair is still one hemline inch away from her grasp.
Ilovejeans.com, launching in the New Year, is the complete online guide to buying jeans. Set up a stylist driven to despair after fifteen years perpetually seeking good jeans for her shoots and herself. The website addresses the confusion of brands, fits, finishes and trends on the market, and provides a clear and cutting edge guide to finding a pair to suit every reader.
The site will give the low down on all the best denim brands; from new styles, to limited editions, and reissues; plus who’s wearing them and where to buy them. The idea is to give a comprehensive guide to what’s available- so the site will include high-end jeans from Paige Premium Denim and Serfontaine, to classics like Lee and Pepe, to affordable high street labels including Miss Selfridge.
Advice on what to buy for every shape will be dispensed by a team of fashion advisors including buyers, celebrity stylists (Angela Buttolph and Caryn Franklin) and designers for leading denim ranges (Paige Adams, Paige Premium Denim). The website will also have a section where the reader will be able to “Ask the Stylist" any jean related questions that will be answered and posted on to the site. Their expertise will form part of complete interactive guides to buying jeans to disguise the bad and flatter the good.
At this stage the reader will not be able to buy their chosen jeans directly from the website but will be directed to click on to a link that will send them to an affiliate site (Browns on-line, Asos.com & Buy Jeans.net) where they can buy on line.
In addition, fashion writers & stylists will be introduced to ilovejeans.com as an easy way to select jeans for their fashion pages - and we will also be welcoming fashion editors to write about the jeans they are currently wearing or coveting.
The website will be launching official in March, but in the meantime there will be a working site up from the end of the year.
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