Paige Denim: London Party and Exclusive Interview

While in Paris last week for Denim by Premiere Vision, it seems we missed out on a pretty wild party in London. L.A. super-brand, Paige took over the Grand Central Penthouse in Great Marlborough Street for a celeb-filled bash and unveiling of its new look for S/S 12. We blogged about the new look and branding just recently on the DDD.

The party was hosted by Paige Adams-Geller herself, joined by Alice Gold, Amber Atherton, Amy Moyneaux, Hofit Golan, Jaime Winstone, Jason Boateng, Jay Camillari, Morwenna Lytton- Cobbold, Nate James, Peaches Geldof, Rosamund Hanson, Sarah Owen and VV Brown. Mulled cider and warming cocktails were enjoyed by guests while they took in the panoramic view of London’s skyline. The party accompanied a two day press event at the same address and we were lucky enough to ask Paige a few questions about her brand, her time as a fit model for denim brands before launching Paige and the L.A. Denim scene:

DDD: You have witnessed the whole ‘L.A. denim’ scene erupt over the last few years and, launching your brand back in 2004, were early on the scene. How do you think L.A. denim has changed over recent years?

Paige: “Denim in general has evolved in that time into being much more than just casual wear. Jeans are now fashion statements on their own. Experimentation in colours, fabrication, fit and textures have made them a far more exciting contributor to the fashion arena. Jeans used to be a weekend wear only item. Now denim is all-occasion: out on the town, on a hot date, to a special event… Dress up, dress down, play with color!

One thing that I’ve noticed that is L.A. specific over that time is that in recent years the demise in economy led to brands lowering price points by no longer producing in L.A. The decrease in quality was noticeable and turned customers off. In times like this, well made styles sell best and L.A. jeans are the best.”

DDD: Denim, especially in the U.S is increasingly celebrity driven, how important is the ‘celebrity behind’ when it comes to the success of a denim brand?

Paige: “We wouldn’t be a successful denim brand if we didn’t have good product. Celebrities get the word out there, but if the product isn’t right you won’t have longevity in the industry. When celebrities give their stamp of approval it’s flattering. They wear it because they know they look amazing in the product.

We’ve embraced our celebrity ambassadors because in previous seasons when we weren’t doing print adverts, they were doing the job for us.”

DDD: You recently decided to change the Logo and feel of the Paige branding. What bought on this change and tell us a little more about it.

Paige:We are the most successful we have ever been this season, with our product in some of the best stores in the world (including being the fastest selling women’s brand in Selfridges). We felt it was time to give Paige a new look with updated branding and a stronger focus on our fashion credentials. This incorporated a new logo, new hardwear and bigger emphasis on the fashion styles we have always done. We think the new logo better represents our strong, passionate and sexy persona.

DDD: Your men’s line is a successful part of the brand. How does your approach to the menswear denim differ from womenswear? How do their buying habits and needs differ?

Paige: When designing men’s the product is more wash driven. Men focus less on the amount of fits they wear and more on washes and comfort. If a man comes in and loves the Normandie or Drexel fit he will come in and buy everything in that size and keep coming back.

DDD: In ten years, what were the worst jeans you ever had to model?

Paige: A brand that will remain nameless had a really fitted straight leg jean which was open down the side with denim straps to expose the skin. When the jeans were worn tight your flesh would bubble out of them between the straps. Bondage meets denim doesn’t go together. They were Gnarley!

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.