Cool jeans also suddenly became quite expensive. The jeans popular during the 2000s were uncomfortable and difficult to wear for the hundreds of millions of Americans without pop-star bodies. In the 2000s, celebrities took “low rise” and “skinny” to their logical extremes. Looser, higher-rise mom and dad jeans were part of millions of outfits in the ’90s, a decade capped by several years of angsty skater teens embracing enormous JNCOs. Acid wash and tapered legs took over in the 1980s. Bell-bottoms ruled the late ’60s and ’70s. Over the years, the cuts and washes changed, but denim’s position as a relatively democratic element of the wardrobes of stylish, influential people didn’t. “That positioned jeans as the uniform of the lone cowboy, synonymous with the romance and promise of the American West.” “Denim first became popular in the 1920s and 1930s in tandem with the rise of Hollywood,” explains Emma McClendon, an associate curator at the Museum at the Fashion Institute of Technology, who orchestrated a denim retrospective at the museum in 2015. Jeans have a backstory that any marketer would kill for. If you want to sell clothes in America, it helps a lot if buyers think your product is cool. Not only is America getting a little bored of its black leggings, but jeans are back and, in many ways, bigger-and wider, skinnier, shorter, and more varied-than ever. Now, thanks to a confluence of factors, it’s clear that the death of denim was largely exaggerated. Consumers turned to stretchy pants and leggings, spurring many nervous whispers in the fashion industry about denim’s demise. Before 2018, the American jeans market had been in decline for half a decade. Jeans themselves have never been more varied: cropped, skinny, wide, straight, kick-flared, light, dark, distressed, embellished.įor denim purveyors, Rihanna’s favor years couldn’t be more opportune. Daily paparazzi photos of her entering airports or leaving hotels have proved that virtually every type of clothing, at every price, can now be made of denim. Rihanna is one of the most photographed people alive, so her appreciation for denim has made her a walking billboard for the fabric-especially its abundance. Her repertoire includes every permutation of jeans imaginable, but also extends to denim jackets, denim dresses, denim shorts, denim skirts, denim thigh-high boots, and, on at least one occasion, a c arpet-dusting denim trai n. While the pop star is practically worshipped in fashion circles for her wardrobe’s endless variety, the one thing she clothes herself in nearly constantly is denim. It’s hard to imagine how a person could be better at wearing jeans than Rihanna.
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