Denim has indeed become the fabric of our lives - a staple on weekends & casual Friday...and now into many professional women’s work wardrobes.
After reading a Wall Street Journal article about teens and their cultish - & growing - love for denim, Helene Kidary, who has worked in the telecommunications industry for the past 10 years, realized no one was catering to denim outside the non-work environment. "I saw that there was no denim designer currently focused on design and no high-end designer focused on denim," Kidary told WWD. "[Denim] has proven its tenure in the world of fabrics as far as I'm concerned."
Hiring a bridal designer fresh out of New York’s Fashion Institute of Technology, the duo cooked up 60+ dresses, suits, skirts, vests and coats – but nary a pair of actual jeans. "There's enough out there, and I think in the market you need to find uniqueness," explains the line’s sales manager, Sever Garcia. Produced in New York using high-end European denim, the line will be sold in chi chi boutiques starting in January 2007 and aimed squarely at the 35-65 year old professional woman on the move up the corporate foodchain. Prices range from around $130 at wholesale for pants and skirts, and a more steep $300 for jackets. "Corporate wear, that's my primary consumer," explains Kidary, who is keeping her telecomms day job. "I'm looking to women who travel, who have to go from corporate to cocktail at the end of the day. It's catering to women who are escalating through the ranks of business and society."
