Posted on February 3, 2014

Who better than Julia Sarr-Jamois – the London-based fashion editor famed for her eclectic, casual-cool look – to style our hot new jeans campaign? Showcasing seven key designs, from the classic Joni skinnies, to the fresh additions Hayden and Girlfriend, there’s never been a better time to refresh and reboot your denim repertoire. Sweet. Here, Ms. Sarr-Jamois gives us the lowdown on the shoot and more…

Tell us about the campaign…

We wanted to create iconic denim images that would be as striking on their own as they would as a collective.

What inspired the styling?

To differentiate each design we created individual characters. For example, the sexy, Girlfriend jeans were worn with a flirty fluffy yellow jumper and heels, while the retro-inspired Joni skinnies were topped-off with a stone-wash denim jacket and loafers.

Do you always prepare looks before shoots?

Yes, I usually have everything ready beforehand, but it’s nice to have some freedom on the day too, so I always bring extras as things tend to change!

Who is your ultimate denim icon?

It has to be [actress] Jane Birkin, I just love all those ‘70s images of her in flares and denim hot pants.

Name your favourite denim campaign…

The classic ‘90s Calvin Klein Jeans ads with Kate Moss. She looked so gorgeous.

Who wears jeans well now?

I would say [designer] Ashley Williams and [fashion editor] Fran Burns, because they both put an individual stamp on denim.

Your go-to pair of Topshop jeans?

The high-waisted Mom style, they’re so good!

And how do you wear them?

Usually with oversized sweaters and bright trainers.

What advice would you offer to wannabe stylists?

Do some work experience at a magazine or with a stylist you really admire. It’s hard work but it’s also a really fun job.



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I love her…x

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