By PAULINE TARRANT NewsBusinessDesk – LONDON, UNITED KINGDOM – APRIL 08: Fashion designer Stella McCartney attends the launch of her new fragrance ‘Luna’ in London, Britain April 08, 2019.
Photographer: Ben Birchall/Getty ImagesFor Stella McCartney, the decision to stop wearing denim jeans was one of her biggest decisions.
“I’ve been wearing denim for over 25 years,” she says.
“It’s not for me.
I’ve never been in the habit of wearing jeans because I like the fit.
What am I not going to wear?’ “
So I just said to myself, ‘What am I going to do?
What am I not going to wear?’
And I just stopped wearing them.”
Her first choice was a denim belt, which she thought was too high.
“I had no idea that a belt could actually be worn as a skirt,” she laughs.
“So I went to my local clothes shop, and they sold me a leather belt.”
It’s the kind of decision that can make a brand’s identity look more distinctive, even if it’s not necessarily the one the designer intended.
But she was wrong.
“When I was making the decision, I was thinking of the brand’s heritage, of the brands that I’ve been involved in, and it made me realise that I really wanted to do something that I knew I could sell.”
The first part of the journey was finding a denim maker, and eventually a denim factory.
“We went through a couple of factories, and I really like them,” she explains.
“One of them was called C.A.P.F.I.C.I.”
The company in question, she says, was an Italian company called A.
I, which has been producing jeans in Italy for more than 80 years.
“The quality is fantastic,” she tells BusinessDesk.
“There’s no blemishes, no marks, and that’s really important.
And I’m really happy with the denim.”
It’s very versatile, and the colours, the quality, it’s all there.
But I really hope to do it well, and also to bring the brand back.””
I’d like to start my own denim brand, but I’m not sure yet,” she smiles.
“But I really hope to do it well, and also to bring the brand back.”
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