The most famous, popular and loved garment of fashion history never leaves the scene: denim, declined in its most diverse interpretations, is a true legend. But how did its story start?
The origins are European, with Italy playing a key role. Denim was, in fact born in Nîmes, France: the turning point, however, comes around 1860, when French producers choose the Genoa port for trade with the United States. It is here, in the capital of Liguria, which the first pair of trousers made of indigo blue sturdy cotton is sewn together. In 1873 a Nevada tailor, Jacob Davis, takes those first jeans as a model, using denim to make a pair of trousers commissioned by a woman for her husband: the request was that they needed to be very durable because they had to be used to split firewood. Davis has a brilliant idea: he reinforces the seams with copper rivets, making them almost indestructible. The news spreads quickly, and soon Davis finds himself submersed in orders: he sells 200 pairs of jeans in a few months, but overwhelmed by the number of requests, he turns to an important merchant in the area, Levi Strauss, proposing him a deal. Thus, modern jeans were born: symbol of the West and Western living.
During World War II, denim overalls were introduced, while in the 50s, James Dean, who in the 1955 movie ‘Rebel Without a Cause’ makes them a symbol of rebellion to social conventions, revolutionises their meaning. Suddenly, a whole generation of teenagers finds in jeans its ideal garment.
Today, denim is like a second skin, adored by everyone and worn by people of all ages; it is a garment that never goes out of style, an evergreen suitable for every occasion.
For the Autumn-Winter 2018-19 season, denim is definitely present in its original connotation of workwear garment in a sport-chic contest. For Alberta Ferretti girls, denim is like a real ‘armor’, with maxi studs and ‘old style’ details; a vintage flavour for the denim looks proposed by MSGM, which brings back high waisted jeans with side stripes combined with wonderful denim cuissard boots.
Skinny jeans also make a comeback. We haven’t seen them on the catwalks for a long time but here they are again at Saint Laurent in a black, ankle length style. Denim total look on Acne Studios runway, featuring large pocket jackets, waist belts and soft denim trousers with check cuffs, a perfect outfit to face the winter season in style! Another seasonal uniform will be the denim jumpsuit. Philosophy di Lorenzo Serafini proposes long sleeve western inspired jumpsuits, a true must-have not to be missed!