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7 For All Mankind’s New Line Delivers Comfort with a Rigid Look

A rigid looking jean that’s figure flatter? It’s possible.

This fall, 7 For All Mankind launches the Luxe Vintage collection, a range of women’s denim that has the high definition of rigid denim with comfort and wearability of a stretch jean.

The ’90s-inspired collection was designed to offer women an authentic-looking denim that they could feel good in. The brand achieves this fit and feel through a unique fabrication that consists of 82 percent cotton, 13 percent modal, 4 percent elaterell-p and 1 percent spandex.

“The most common complaint we’ve encountered about vintage-inspired, rigid denim is that it’s very uncomfortable and can only be worn for short lengths of time. We hear so many stories of girls getting the ‘stomach crease,’ an indentation left from rigid high waist jeans,” Jenna Habayeb, 7 For All Mankind CMO, said. “This was the driving force behind our decision to create a collection that looks and feels like vintage rigid denim, but incorporates stretch for a much more comfortable fit. It’s that secret sauce that makes Luxe Vintage so great. No one will know that women are cheating on rigid because they look so authentic on.”

The Luxe Vintage collection includes four styles—a cropped flare, a straight, an ankle skinny and a pencil cut—in three washes. The Flora is an authentic light shade of blue, the Muse is a rich medium blue shade, and the Femme is a striking dark shade of blue. The collection retails for $189 to $199.

Habayeb said 7 For All Mankind will expand the collection for Spring ’19. “We’re already playing around with embellishments, hem treatments and new washes. We really see this becoming a big part of our business. Our girl votes for comfort, so we want to make sure we stay true to her in our new product offerings,” she said.