Designing jeans wasn’t a stretch for Georgia May Jagger.
The gap-toothed British model, now in her third Hudson Jeans advertising campaign, collaborated with the denim brand on a capsule collection featuring new exclusive stretch-denim fabrics. Jagger will be present at the March 17 launch at Neiman Marcus in Beverly Hills.
With rock royalty lineage — her father is Mick Jagger and her mother is Jerry Hall — Jagger said she was inspired by the Wrangler jeans worn by her mom in the Seventies and rock bands such as Guns N’ Roses. There are five styles in black, white, gray and blue washes. All have skinny leg openings and a midrise to accommodate a range of body types.
“I’m obsessed with [jeans],” Jagger said. “I knew exactly what I wanted from the beginning. All the styles are a slightly higher rise and sit on my hips, which makes them more wearable and elongates the leg. The special fabrics make the jeans more comfortable.”
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When Hudson executives talk about Jagger, the conversation inevitably leads to her hip pedigree.
“She encapsulates the Hudson consumer with her London edge and laid-back Los Angeles ease,” said Ben Taverniti, Hudson’s head designer and creative director. “She is effortlessly stylish and cool. Her capsule collection embodies the flair and sexy insouciance of rock ’n’ roll chic.
“This is Hudson’s first collaboration,” Taverniti added. “Georgia is the ‘face’ of our brand and our muse. The conversation to create this capsule came about organically. We weren’t even thinking about it. It just happened because Georgia is a creative person and very into fashion and design. One conversation led to another and here we are.”
Jagger wanted to be part of the design process and submitted sketches and inspiration boards.
“I loved the entire creative process, starting with brainstorming and first sketches to seeing the denim styles come to life at the end,” she said. “I worked with Ben on materials, fit, wash, rise and inseam length and pocket and trim details. Then I visited the factories, from sewing facilities to wash houses, so that I could understand how the jeans would be made. We’re getting ready to ship the jeans for their mid-March launch. To see it all come together is an unbelievable feeling.”
Jagger said, “[The experience] helped me appreciate fashion in so many ways. I look forward to growing the collaboration. Right now I’m happy with jeans because they allowed us to create a cohesive vision and to keep it very focused. I wanted to create a line that would consist of staple wardrobe pieces. We could have gone in a thousand different directions, but with the focus on jeans, we were able to be very creative.”
“I’m with Georgia in Paris for the launch of the collection at Montaigne Market,” Taverniti said. “Every chance we get, we talk about product. ‘What about this?’ ‘How about that?’ Georgia is so invested in the collaboration and the energy is amazing. Success isn’t a question. If the amount of interest we’re getting is any indication, watch out for part two.”
Jagger said she has always been interested in creative pursuits.
“I just set up a darkroom,” she said. “I absolutely love photography. I always have my camera on me as I travel. But I really love all types of art. I’ve been knitting for a while, making one-off scarves for friends and family.”