The victorious march through the world of haute couture jeans began in 1988, when the cover of the Bible of fashion Vogue magazine under the leadership of Anna Wintour depicted a model in unmarked blue jeans. Since then, jeans and denim clothing have never left the glossy magazines and gradually seeped into the wardrobe of every person in the world.
The story of jeans, just as any other product began from the very bottom. As a product, they rose out of the mud both in a figurative and literal sense. The guiding light for this type of product in world economy was Levi Strauss, a Bavarian industrialist, who immigrated to the United States, and who later became the father of the legendary clothes. At the beginning of his work, Levi sewed not jeans but ordinary canvas pants, which he supplied to the workers in the gold mines and miners. The fabrics came from Genoa - an Italian port, so the bales of goods had the word "Genes" written on them, which the Americans read in their own way that sounded like "jeans". However, once the for working clothes increased. In America, a gold rush started, and Levi was just swamped with orders for trousers and overalls for work. When the stock of canvas ran out, Levi decided to order as an emergency supplies of tight blue serge from France, namely from the city of Nimes, which later gave the name to all products sewn from this material. Denim, meaning, from Nimes, as a fabric was a real goldmine for Levi. He hired associates and workers, and later triumphed. His style spread in minutes and gradually acquired more and more perfect form. The branded rivets of leather patch on which two horses pulling a pair of Levis in different directions appeared on the pockets. Comfortable, durable and tending to accumulate grease jeans were liked not only by the miners and prospectors, all hard workers of America loved them: loggers, tractor drivers, farmers, cowboys. All, whose life has been associated with dirt, appreciated the ease of jeans in the wash and practical indestructibility.
Actually, Levis branded jeans are still alive and virtually have not changed their view. Except perhaps the inguinal bolts that have disappeared, replaced by a more convenient zipper.
The popularity of jeans was picked up by companions and followers Levi Straus. Their business is to be inherited, and this is probably one of the rare cases in which no economic and political turmoil not even war changed the original course of things. To this day, 90% of the denim market is occupied by the multi-billion dollar giants Levi's, Wrangler and Lee. The remaining 10% were able to grab a high-fashion-timers to decorate unthinkable and impractical to make the jeans were not only the miners, but also refined dandy. Sympathy for jeans was shown by even Marilyn Monroe, but, alas, she, as many other celebrities did not become a trendsetter in this area.
A good half of their life jeans spent in their Homeland - in America. About that, how jeans were able to cross the ocean history provides different versions, one of which says that the culprit were hippies. Paradoxically, they took the jeans, which among other things were also used as uniform of the US military during World War II. In the 50s-60s, the hippies have revolutionized the field of denim, showing the world that jeans need not just be used for rolling up in mud, but also are a decent solution for relaxation. At the same time, people began to change all their usual styles. Special chic was attained by wide jeans and flared jeans. With a light hand of the British fashion designer Mary Quant, who was considered the creator of the mini-skirts, appeared the most diverse clothing in the world made of denim. Of course, the first probe was her firm mini, and then it she introduced shirts, trench coats, jackets.
The ability to paint denim fabric and specific features of the fabric gave fashion designers a chance to experiment like never before. Jeans were worn everywhere. Celebrities appeared in denim for social events, went on stage like Madonna. The new icons of femininity, Jane Birkin and Brooke Shields made jeans a symbol of super sexy. The era of designer denim in one decade made jeans more famous than a century of being used in American mines and taverns. Every decent fashion house added denim to their seasonal collections, and some even made the first steps in such a conventional case now as a whole denim collection. The Vogue Cover 1988 has staked out jeans a place in the fashion world forever.
Well, in the meantime, some models went out of fashion, others, on the contrary, became a sensation. The end of the nineties and millennium years became were famous not without the help of Dolce & Gabbana jeans with an abundance of decor and complex brim. At the same time fashion for total-denim, that is to dress from head to toe in denim went rampant. Later, when the glory and recognition of Kate Moss could be compared with the glory and recognition of jeans themselves, the fashion included her favorite fashion - skinny fit jeans. Super-skinny fit jeans are a must-have for many seasons running. Now, though, they have thoroughly lost ground. Fashion magazines say: "skinny-fit is no longer in fashion!". And indeed, they were replaced by boyfriend-jeans expired. These are fairly loose with a straight cut with small labels.
Despite everything, jeans will always remain in fashion, if so they will always remain your choice number one. People are simply reluctant to give up one of the things they find comfortable, easy to wear and relatively non-costly. The American Clothing conquered the world, becoming a symbol of the new, relaxed, energetic, youth lifestyle. Accordingly changed and designers viewpoint at these clothes. Jeans are now made of new materials and cut anew.
Works Cited
Little, David. Denim, an American story. Atglen, PA: Schiffer Pub. Ltd, 2007.
