Word: denimed
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PARIS French women like the très slim look of Paper Denim's PEG Vintage skinny jean ($98), a huge seller at the Printemps department store...
Diesel continues to be seen as an innovator (Rosso claims to have developed many of the manufacturing innovations for denim) in one of the most dynamic corners of the fashion cosmos, the jeans bar, where consumers are falling over one another to pay $150 or $200 a pair. That is a recent phenomenon. Jeans were long considered a $30, five-pocket commodity, with connotations of youth, rebels and weekends in the Western world. Periodically, prices spiked for so-called designer jeans (think Calvin Klein in 1980). But those remained a status sell focused on pocket stitching and the tag; most...
...level store on a prime corner is a template for the new Diesel. Curvy leather seating and mod decorative resin dividers are part of the sophisticated décor. The layout says designer rather than jeans. At the party, Diesel had paid actress Heather Graham to model a denim mermaid number for the tabloids, and guards shooed guests away from a roped-off VIP area?effectively aping just the sort of fashion antics that Diesel has long skewered in its advertising...
Clearly, Rosso has been thinking about the next chapter. "We contributed to making jeans part of the luxury universe," explains Rosso. "If we could do that with denim, maybe we could do it in other ways. My intention is to be part of a new, upcoming version of prêt-à-porter." Investment bankers are skeptical that Rosso could transform Diesel into a multibrand conglomerate, but smaller designers have long hoped for a private concern to find a third way between big business and the financial pitfalls of independence...
Azria, 57, has achieved his vision of merging mass appeal and fashion credibility by coupling the sophisticated detail of European tailoring with the casual, unfussy spirit of American sportswear. His primary line, BCBG Max Azria, consists of dresses, denim, outerwear, swimwear, footwear, handbags, sunwear, eyewear, belts, small leather goods and watches as well as men's shirts, tailored clothing and ties. Much of this product expansion is due to a series of licensing contracts Azria began in earnest around 2002. Last year he hired veteran stylist Lori Goldstein to focus BCBG Max Azria, which will have its first runway show...