Resurgence of 90s minimalism has caused an explosion in the popularity of denim, but can a pair ever be worth £800?
Denim mania is surging across the fashion spectrum. At one end is the luxury brand Alaia with an Aegean blue, comfortable yet flattering £800 pair. At the other is JW Anderson’s collaboration with the high street brand Uniqlo and a £34.90 price tag. Both are proving wildly popular.
Alaia’s line has only just launched, so there are no sales figures yet, but demand for its Japanese denim is such that customers are advised to reserve certain styles in store or call ahead before visiting. At Uniqlo, the straight cut are said to be the most popular, on the front row of the most recent fashion weeks, and routinely sell out online. Blame the resurgence of 90s minimalism.