Lorna, Editor's Archive
We caught up with the wonderful premium denim brand 7 For All Mankind for an exclusive interview! We asked Rosella Giuliani, the VP of Design & Merchandising for the brand, a few questions to see what she had to tell us about the brand. She talks about what is hot for the coming season, some interesting info on Cameron Diaz’s jeans, what their best sellers are and more! Carry on reading to find out about the brand. A huge thank you to Rosella for taking the time to answer our questions!
DB: Do you have a favourite cut you have designed?
I have several. It really just depends on the day, occasion, etc. Currently I love the women’s skinny fits and the men’s Rhigby.
DB: What inspires you when designing a jean or creating a wash?
Our design team is inspired by any and every thing. Art and architecture, music, people on the street, our team is truly inspired by the world around them.
DB: How many pairs of jeans do you own?
So many I don’t keep track anymore!
DB: What 7 For All Mankind cut has been the most popular overall for both men and women?
From day one our Bootcut jean has been the most popular cut for both men and women. Today, slimmer fits are trending. For men it’s our Standard fit and for women The Skinny and the Gwenevere.
DB: What is your latest collection about?
For our women’s spring 2010 collection, we created a whimsical, ethereal mood by mixing unique, airy fabrications in unexpected ways. This infuses the collection with texture, color, and visual interest. The focal trends of the season – Mixed Fabrics, Peek-A-Boo & Repair, Second Skin, and Skirts & Shorts – each combine to celebrate the luxe lifestyle of an Ethereal Gypsy.
Our men’s collection was inspired by the artistic individualism of the Bohemian movement. The 7 For All Mankind Spring 2010 collection modernizes the off-beat, unconventional sensibility of Bohemian culture with clean, sophisticated elements. The focal trends of the season – 2.0, Focused Novelty, and Texture & Color – combine to create the aesthetic of a Refined Bohemian.
DB: What was the very first jean by 7 For All Mankind?
It was our Bootcut in New York Dark – it was the jean (and the squiggle!) that started to put us on the map!
DB: 7 For All Mankind jeans are worn by so many celebs, do you have a favourite celeb who loves the brand?
We love and appreciate all of our loyal celebrity fans! Celebrities are very image driven and are always looking for something that makes them look and feel good. They are looking for jeans that fit them well and that maintain an air of exclusivity. 7 For All Mankind is one of the few premium denim brands out there that can give a celebrity exactly what they are looking for. Over the years we have developed a unique relationship with celebrities and their stylists. A great example is the case of Cameron Diaz’s Vintage Nakita Roxanne jean. Her stylist, Rachel Zoe came to us to ask to ask for a heavily distressed skinny. We developed the jean specifically for Cameron and it became such a hit we produced it for all consumers. This is also how we developed the Vintage California Bell Bottom as well. Celebrities are important to use and work hard to maintain those relationships. It’s great that they continue to come to us for their fashion denim needs.
DB: We love your gummy denim leggings! Will we be seeing more of these in other washes?
Not only will our leggings be available in other washes, but they will be available in other fabrications as well! You’ve seen our new Mineral Blue wash on Sienna Miller already – that wash is so beautiful and so unexpected! One of our key initiatives for the F2010 season is the inclusion of non-denim textiles. We’ve hit the mark with our Gummy Corduroy in beautiful shades of Aubergine, Olive and Peacock as well as our neutral toned Lightweight Twills. It’s a sexy and sophisticated update to our amazing skinny fits.
DB: What is the best feature of 7 For All Mankind jeans (fit, wash, pockets etc)? If I could answer I would say fit because they are so flattering!
I think that we are best known for our extraordinary fit. We spend months perfecting the fit of our jeans to assure our customers they are getting the best fitting product in the market.
DB: We all love denim, but what is it that makes denim so important to you?
Denim is classic, season-less, and versatile. It’s the go to piece in everyone’s closet.
DB: What are your denim predictions for next season (FALL 2010)?
Although I think that skinny fits are here to stay, I believe that wide leg fits will be making a comeback! We are introducing our new Trouser which is done in beautiful drape-y denim – a must have for fall 2010. Non-denim will also be making an appearance in a big way. One fabric we are particularly excited about is our new Gummy Corduroy. It is an incredible, stretchy cord that we’ve partnered with several of our fits for sophisticated, chic silhouettes.
DB: Do you have a favourite piece from your new SS10 collection?
There are so many amazing pieces it’s impossible to choose just one! I love the new mineral washes on the Gummy Denim and the Romper.
DB: Can you tell us a bit more about your brand for the readers who are new to the brand?
The story of premium denim is one that is intrinsically intertwined with the launch of 7 For All Mankind in Los Angeles, California in the fall of 2000. 7 For All Mankind was the first company to truly bring premium denim to scale and it changed the landscape of denim forever.
7 For All Mankind’s premium jeans literally exploded onto the scene, quickly earning critical acclaim and an immediate following for our innovative use of fits, fabrics, and finishes in denim. 7 For All Mankind has become both an established modern classic for its sophisticated fits as well as a leading trendsetter for its newest fashion forward washes and designs.
Our brand continues to create luxury denim-lifestyle products. 7 For All Mankind is now a multi-category brand and features denim, sportswear and accessories collections for both men and women. Products can be found in freestanding 7 For All Mankind boutiques, on-line at 7forallmankind.com, luxury department and specialty stores in over 80 countries worldwide.
DB: What makes 7 For All Mankind so different from the others out there?
We are the world’s premiere brand of luxury denim-lifestyle products. Other brands position themselves as rock and roll, vintage or heritage. Our positioning is more aspirational and sophisticated while maintaining a cool California sensibility. This is the true differentiator for the brand. 7 For All Mankind is an attitude, an emotion and an instinct. We create products focused on innovation in design, fabric, finish and fit – which makes modern consumers all over the world feel sexy and sophisticated.
Last Wednesday 10th March, Azalea sponsored the Nudie Jeans Pop-Up Shop Launch party. The turnout was great! It was great to see all of the local support in the San Fransisco area. The pop-up shop itself is both clever and enticing: a wall of hanging denim is juxtaposed against shelves of pretty much all the cuts and fits Nudie Jeans has to offer. The DJ also played music from the band Discovery. There were 2 denim giveaways that night as well, you can see one of the winners, Ken, in the photos below along with more photos of the night. Our manager Dave attended the event as well and had a great time! A big thanks to Philip Nguyen from Tobi for the pics. You can buy Nudie Jeans here at Cultizm.
David Beckham was seen leaving his hotel hobbling on his crutches after his recent injury. He was wearing a brand new Wrangler Blue Bell 11MJ denim jacket with a pair of loose fitting jeans. David always looks so hot when he wears the double denim trend! I hope he gets better soon!
Images courtesy of PicApp (not to be copied or used by others)
Heidi Klum absolutely loves her Paige Premium denim leggings! She has been seen in them about 10 times so far! She owns the Verdugo jeggings in Vinyl, Dusk and Coal and adores them! Every time I have seen Heidi wearing these jeggings she looks fantastic, she knows how to style them and how to use their versatility to its best! My Rowena denim leggings are a pair that I wear regularly because of how comfy and flattering they are. They have the classic Paige fit with the added bonus of being extra comfortable. I will be reviewing my pair very soon for you. Do you own any Paige Premium jeggings? You can buy them here.