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This “Blingy” Denim Brand from the Aughts Is Catching a Second Wind

How does a brand that got its start during the heyday of embellished denim maintain a sense of identity in 2018? By evolving with the times, as in the case of women’s denim label Miss Me.

Launched in Spring 2001, Miss Me quickly garnered a following with Hollywood’s young starlets with a penchant for rock ‘n’ roll bling, flap back pockets, chunky top-stitching and bootcut silhouettes. The jeans brand transformed the basic back pocket into a canvas for decorative star, fleur-de-lis and cross motifs—the perfect counterpart to the back-to-basic baby doll tees and spaghetti strap tanks of the era.

While silhouettes have shifted from bootcut to skinny to boyfriend, and demand for embellishment has waned, the company has worked to find its voice in a sleek and streamlined women’s denim market.

“There was a decline in sales for a while because of the lack of interest in detailed denim, but we’re seeing growth again,” Miss Me marketing manager Sharon Bong, said. “Our detailed denim is being updated with more delicate embroidery and all-over prints.”

Miss Me has found success with Buckle, the contemporary retailer where it connects with new Gen Z consumers through embellished shorts and skinny jeans, and finds its original consumer who continues to favor the best-selling saddle stitch bootcut that sits low on the hip.

“Our customer is sexy, fearless and confident,” Bong said. “She is adventurous and self-aware.”

For Spring ’19, the overall look is vintage and comfortable. Miss Me will introduce new hem treatments like staggered and split hems, fraying and appliques that draw attention to the ankle area.

Smatterings of pearls and crystals stay on-trend (and on brand), while contrasting cord offers a refined alternative to the brand’s signature chunky white top-stitching. Washes are clean with a touch of abrasion and distressing. Inseams, meanwhile, are getting shorter.

Bong said the brand will continue to branch out into other categories, too, all in an effort to become a full-fledged lifestyle brand.

“That’s the goal, to offer the complete look from tops to jeans,” she said.

The full collection includes trendy blouses with ruffles, floral prints and cold-shoulder cutouts, as well as dresses, rompers and jumpsuits.

“People come to us for the unique design,” Bong said. “Denim is very personal and once you find the style fit and brand you like, you tend to stay loyal to it.”