Los Angeles-based Paige has a history of delivering premium denim looks to its vast range of “multi-hyphenate” female followers. Founder and creative director Paige Adams-Geller—who was recently honored with a nomination in the fashion category of Create & Cultivate’s 100 list celebrating 100 female change makers across a number of industries—plays an active role in listening to customer feedback and delivering on their top requests.
Leading these requests was a call for more styles that accommodate curves—specifically in regard to the waist-to-hip ratio. Customers were searching for styles that fit smaller waists and thicker thighs, so that’s exactly what the brand delivered.
Its latest collection, Flaunt Denim, features five women’s jeans that vary from skinny to bootcut and accentuate a curvy body type. Each fit features updated measurements that create a nipped-in waist, a comfortable top block, and flattering back pocket and back yoke shapes specially designed for hourglass figures. The jeans are available for sizes 23-34.
According to Adams-Geller, the collection’s debut has been a long time coming.
“I have been so lucky to spend so much time in our stores and with our loyal customers. Their feedback and insights are key, and we are so excited to introduce Flaunt Denim in response to the number one request they have shared with us,” she said. “We hope that this new set of fits helps women with this beautiful body type flaunt their curves. Our brand was built on a foundation of fit, fashion and comfort and we spent nearly two years perfecting this collection with those pillars in mind. We so look forward to sharing them with the world while creating more and more designs that fulfill our customers’ needs and wishes.”
The accompanying campaign centers on eight women of different sizes “flaunting” their denim. The brand worked exclusively with Natural Model Management and tapped photographer Naj Jamai to bring the concept to life.
It’s not just Paige that’s shifting its focus to curve-friendly denim. According to data from retail market intelligence platform Edited, 2020 saw an 11 percent increase in the number of new plus-size or curve styles compared to 2019. Women’s brands such as Missguided and Nasty Gal grew their offerings by 42 percent and 128 percent, year-over-year.
Edited recommended that brands offer the same trends across all sizes, rather than dictate what different sizes can and cannot wear, and noted that they should be cognizant of the price, which can be as much as 11 percent greater for plus-size apparel. Ranging from $179-$225, Flaunt Denim’s pricing is in line with the rest of Paige’s denim offerings.
The Flaunt Denim range is now available in stores and on the Paige website.
Recently, the brand focused on expansion efforts, inking a deal with Brama Group, an Italy-based company that specializes in the distribution of U.S. contemporary labels. As part of the expansion, Paige is also stepping into new categories, having dropped its first capsule collection for men last December. Brama Group will begin to distribute Paige’s men’s and women’s collections in Europe and the Middle East beginning with the Fall ’21 collection.