If color is a natural mood enhancer, the latest collection by Mother Denim sends positively good vibes.
The premium Los Angeles-based denim brand is adding a splash of color to summer denim with Aura, a new 32-piece capsule collection.
The range of jeans and jean shorts is punctuated with playful shades of red, purple, pink, coral, green, yellow and blue. Styles span straight fits, cropped boot cuts, ’70s-inspired flares, frayed short shorts and this summer’s ‘It’ style, the Bermuda short.
The Aura collection is accompanied by a line of soft tees, tanks and raglan sweatshirts. Each tee features words “reflective of a stream of consciousness,” the company stated, including “Aura Reader,” “The Streets Are Talking,” and “More Than Words.”
“Auras show a glimpse beyond the physical body, they are the life-force field around us that show up as a kaleidoscope of colors. Ever-changing and flowing, the energy and sentiments you put out are illuminated in your aura,” the brand stated.
Fashion brands are increasingly taking cues from the spiritual world—a reflection, perhaps, of the rising number of millennials turning to aura readings, zodiacs and crystals for guidance.
“The capsule represents this idea of all colors reflecting a state of being beyond the physical and complementing each other,” said Tim Kaeding, Mother co-founder and creative director.
The collection launches during a time when denim fashion and retail need some spiritual healing, too. The Aura collection retails for $85-$218 and is available now in stores globally and on motherdenim.com.