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 Made in Heaven’s main mission: to create the best bums in the worldThe bum is an important confidence and frustration factor for jeans-hunting ladies. It is also key for British women’s jeans brand Made in Heaven. Owner Chloe Lonsdale revived the denim brand that was launched by her godfather back in the ’70s. Her goal: to create the best looking bums in the world. MiH is an original British denim label. In a market dominated by American history, rough, male workers’ references and rock and roll styling, MiH jeans is something completely different: it is clean, smart and sophisticated. The focus is on enhancing women’s strong points. So if a skinny means too much exposure, there are loads of straighter, boot cut and wider legs to choose from. For Summer, the Marrakech flared was one of the best selling styles. Also good for MiH’s Summer sales was the special capsule collection it developed exclusively for Net-A-Porter.
This article for Style in Progress (#1 2012) is a short interview with Chloe Lonsdale about how to create a niche in today’s saturated denim market.
Published in Style in Progress #1-2012//© Miranda Writes//
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