Elsa Hosk has created an 11-piece sustainable denim collection for J Brand.
Following on from influencer Stephanie Shepherd’s successful #LittleBlueJean and #LittleBlackJean lines for the California-based brand last year, the Victoria’s Secret Angel has now unveiled the #LittleJean collection.
Hosk oversaw the entire design process, including naming the garments and styling the accompanying campaign, which was shot by photographer Zoey Grossman.
“(J Brand is) known for making the best jeans with extremely flattering fits, so I just wanted to take some of those sustainable fabrics and push the shapes a bit,” she commented. “Anything we can do to help the environment is so crucial right now, and I’m proud to say that all the blue jeans in this collection use 90 per cent less water in production and the rest of the jeans use upcycled fabrics to cut down on waste. All the styles have recycled thread, hardware, and hangtags.”
Hosk’s line features a leather blazer and five jean styles, with prices ranging from $248 to $1,298 (£199 – £1,044).
Pumice stones, which are a natural resource but produce a large amount of waste that is discarded into the sea, were scrapped in favour of man-made eco stones.
And the model also revealed that she used to design her own jeans growing up in Sweden, as some trends hadn’t arrived in the country yet.
“Ever since I was a kid, I was obsessed with jeans and how they fit. If there was a trend that hadn’t come to Sweden yet, I would get big jeans then re-cut and re-sew them. So, when this project came up with J Brand, it was just so exciting for me. They are such an iconic denim brand (the first designer jeans I bought when I came to the U.S.) who are also working on being sustainable which is so important,” the 30-year-old added.
The collection is available to buy from J Brand’s website and Net-a-Porter, and will arrive in London department store Selfridges on Thursday, before launching globally on 1 August.
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