LA-based denimwear designer, Paige Adams, was in Manchester recently to promote her brand Paige Denim, as part of Selfridges Denim Lovers campaign. As you’d expect, Denim Lovers is about celebrating all things denim! There are all sorts of events going on at Selfridges store nationwide, designed to help you explore denim further. Find your perfect pair of jeans, customise a denim bag or find out how to create a denim inspired make-up look! For more information about the Denim Lovers events happening at the Manchester Exchange Square store click here.
We sat down with Paige, the lady behind the jeans adored by women the world over for their slimming and uplifting effects, to find out a little more about the brand and what inspired her take on the denim industry!
Your journey into fashion started with modelling?
Yes, I grew up in Alaska, moved to New York when I was 16 and modeled there for a while. Then I went to college in California and majored in broadcast journalism and speech communications. When I finished college, I ended up staying in Los Angeles and fell back into modeling. Over time I became an expert denim model and I learned the in’s and out’s of design and premium denim became my expertise. I then worked as a design consultant for some of the best denim houses in the world.
What made you decide to start designing denim yourself?
Denim is something that I think all people struggle with and trying on. It can be traumatic every time you have to go buy a pair of jeans! I discovered when I was modeling that all the denim wear designers were male and they were never really thinking about denim from a female perspective: the functionality and the practicality of comfort that we want from our jeans; how we actually want to wear them and what we wear denim with; the shoes we are going to put on with our jeans and how we might want to accessorise.
So you could see gaps in what may, to some, have seemed like an already saturated market?
Yes. Before I set up Paige Denim I thought about three things: Was there a reason to be? And i thought there was – as a woman designer in premium denim. Second of all I thought there was a gap in the sense of looking at denim as fashion rather than just weekend wear. The third was really thinking about how denim is truly the foundation and staple of the wardrobe. Most women now (and men!) when they get dressed for going out, they say the first thing they do is put on a pair of jeans and then try to figure out what they want to wear. So thinking about that as a successful business and how we can grow just a denim business into an international lifestyle brand is fascinating. We’re not only looking at jeans, but what we want to wear with our jeans and then growing that into a fashion brand.
How long has Paige Denim been in the UK for?
We launched in the UK in 2005. London is one of the places I get most inspired by! I made it a mission to come out here and build relationships, really get to know the retailers, build the brand and make connections. I wanted to show the UK that you are important to me, more than a place I just get inspired by. We’re stocked by the best of the best retailers like Matches, Browns, Net-A-Porter and of course Selfridges! So it’s really exciting!
Who is your personal style icon?
The person I love is Kate Moss, if I had to pick one. Miranda Kerr too, I love Miranda Kerr!
Out of all the celebs that have been spotted wearing Paige Denim, who did you think really styled it and wore it particularly well?
Gwen Stefani, ohhh love her LOVE HER! She is so cool, so cool.
What is happening next for Paige Denim?
Well, we are definitely growing into an international lifestyle brand. So you will see more leather in the mix – leather jackets, leather bottoms, leather knit pieces mixed up. More denim shirts, chambray shirts, like silk and viscose. You will start to see more layers coming in between outerwear, shirting, more different bottoms and different fabrications. Truly growing the lifestyle brand. So if you love the fit of Paige bottoms you’re gonna love the fit of the jackets and everything!
Paige Denim is available online and in stores at Selfridges.
By Gemma Latham