Lee Jeans’ “Move Your Lee” campaign, which launched in 2016, introduced its new “Dream Jean” product that has resonated with consumers favoring ath-leisure and casualwear trends.Lee Jeans’ fall 2017 collection hit stores in mid-July and its Dream Jean — an “all occasion” jean — has had a strong performance thus far. The Dream Jean is a “yoga pant and authentic denim jean in one” that incorporates an exclusive soft knit lining on the waistband of a skinny fit stretch denim. The product is "as comfortable as a yoga pant but offers [the] versatility of jeans with multiple silhouettes including skinny, legging, capri and ankle,” a spokesperson for the company said.Among Lee's loyal following is dancer, actress and businesswoman Jenna Dewan Tatum, who is the brand ambassador for Danskin. Dewan Tatum recently posed in a photograph dressed in Lee overalls for her Instagram, which boasts 4.2 million followers. Dewan Tatum's recent posts consist mainly of Danskin athleticwear, apparel and dance-related attire.“Tearing has been the one downside in this trend of wearing ath-leisure pants daily, and many consumers have just committed to replacing their leggings far more often than they would have to replace their jeans,” they added.Similar styles for men’s denim and khakis are available through its “Extreme Motion” platform, which offers a comfortable waistband and durable construction made of premium stretch fabric.Its “Move Your Lee” campaign empowers consumers to “move boldly with style” and experiment with “different expressions of denim” by juxtaposing smart textile designs with heritage styles. Lee Jeans’ fall 2017 collection unifies frayed hems, distressed finishing, patchwork details, Eighties style embroidered denim jackets and a selection of jeans made of high performance stretch fabrics.For More Textile News From WWD, See:
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.