This Gigi Hadid-Approved Brand Launched Denim Inspired by Smoothies
What could be more Los Angeles than denim inspired by smoothies?
That’s the premise of Icon Denim’s new Smoothie Capsule Collection. No “self-respecting” celebrity has “not been immortalized with a smoothie in their hands,” the brand states.
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The L.A.-based brand recently launched the men’s and women’s line of lilac and cream denim with a liquid-like tie-dye effect. The collection includes wide-leg and baggy jeans, cutoff shorts, a cargo miniskirt and a shacket. A range of undyed denim with contrast lilac stitching coordinates with the tie-dye styles.
The collection is available now on the brand’s website and retails for $161-$236.
Worn by Justin Bieber, Rosalia, Jennifer Lopez, Bella Hadid, and more, Icon Denim leans into celebrity culture. Gigi Hadid recently wore the brand’s denim jacket to visit boyfriend and actor Bradley Cooper while he worked his cheesesteak food truck in New York City.
“Celebrities certainly help define fashion trends. They have a significant impact on consumer preferences. Their exposure stimulates the desire to emulate that celebrity’s style and lifestyle,” said Valy Vittoria, Icon Denim PR and communications.
California’s laidback style also weighs heavily on the brand’s designs.
“Los Angeles has a long history in the denim industry. It’s an epicenter of streetwear culture with a strong connection to denim. L.A.’s relaxed and casual lifestyle has inspired an approach to denim that goes beyond traditional clothing,” Vittoria said. “It is an incredibly diverse city with influences from all over the world. This diversity translates into eclectic designs that incorporate elements from various cultures, creating a unique and vibrant style. The casual lifestyle, innovation and celebrity influence all contribute to making denim a versatile, fashionable garment suitable for a variety of styles and contexts.”
Moreover, Vittoria said denim is a blank canvas that allows consumers to express their individual style.
“The ease of matching and adapting to trends gives it that enduring and timeless appeal,” she said.
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