THE DENIM EVERLASTING RETURN

Emblem of style and freedom

Not only casual wear: a classic which effects the haute couture too.

Jean Paul Gautier chooses the unwashed denim, D&G goes back to those American West atmospheres. The denim re-discovers its origin.

The period of reference is still the 80’s. That was when the denim, from being a mere workwear of contestation and counterculture, became part of the fashion vocabulary and never left. Thanks to the pioneer work of a retailer as Elio Fiorucci, of creators as Marithé and Francois Girbaud, Enrico Coveri and Franco Moschino, and of innovators such as Adriano Goldschmied (Genious group) and his followers as Claudio Buziol (Replay) and Renzo Rosso (Diesel).

It’s enough to have a look around.

A garment that unites men and women, it is the basis of any respectable wardrobe.

The jeans are a  pleasure to touch, comfortable to wear, it requires a very little care or none at all. As a second skin it moulds on the body by keeping on wearing it, assuming the shapes as a kind of absolute symbiosis with the person and the garment.

The denim is so strong that can virtually be subjected to any kind of treatment.

For spring-summer 2010 the denim comes back as protagonist.

Gaultier prefers the unwashed blue denim and D&G goes back to the origin and to the Far West with big skirts of broderie anglaise, Texas style belts and tough cowhand’s chaps.

The cowgirl and cowboy iconography re-emerges.

Especially today where we need to dream about adventure more than ever, the jeans becomes the driving force of a conscious escape from the world as it is, searching for the one it should be.

It is a sexy jeans, rough and intriguing more than ever. Real.