LOS ANGELES — J Brand, the premium denim label best known for its skinny jeans, is expanding for fall with a new label targeted at the curvier end of the consumer spectrum.
The company will introduce three styles for larger women under the Blue Label name next month. Blue Label's cigarette-leg style with a 14-inch opening features a roomier fit around the thigh, and boot-cut and wide-leg styles are enhanced with back darts and a contoured waistband that hug the hips. With wholesale prices running from $72 to $75, Blue Label will debut exclusively at Bloomingdale's in July. A month later, J Brand will widen distribution to other retailers, including Edit in New York, EB Pepper in Pittsburgh and Janey's in Amarillo, Tex.
J Brand didn't disclose sales figures, but management said it's looking for Blue Label to account for at least 20 percent of the total business.
"We get to step outside of who we've been fitting and bring a whole new level of customers to J Brand," said Susie Crippen, co-founder of the four-year-old denim company, based here.
J Brand already has diversified its offerings to appeal to other niche customers. It has an eco-friendly line called Green Label and a higher-end group dubbed Black Label that incorporates expensive fabrics such as high-end Japanese denim. J Brand also designed petite versions of its classic pencil leg with a 12-inch opening and its flared boot leg, both of which wholesale for $72 to $75. While Bloomingdale's will begin selling the pencil leg in a dark wash in August, Shopbop will begin offering the flared style in a dark finish in September and then in white in December.
As for Blue Label, Crippen said she decided to start with the three styles because they are not only the company's most popular but also ones she thought would best suit a curvy figure. Blue Label will be available in waist sizes ranging from 25 to 34. Even with the larger sizes and the addition of fabric to the thigh and a contoured waistband, Crippen said Blue Label will maintain J Brand's signature dark and clean washes, elements that contribute to the overall appearance of a lean silhouette.Crippen wouldn't go as far as to call Blue Label a plus-size offering, however.
"Our original jean was really a slim cut," she said. "In the original design, we took out extra fabric from the high hip to the knee for the slim, 'isn't-going-to-get-baggy' look. There were a group of customers that weren't able to fit into J Brand and wanted that aesthetic."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)