Topshop has adopted a new brand into its premium denim area joining well-known labels such as Sass & Bide, J Brand, and Dittos. Though My Lovely Jeans only launched earlier this year, it is obvious why the fashionable high street brand has taken interest. Their A/W 08 lookbook is both sexy and daring, like a Corey Kennedy party pic or one of those Terry Richardson stills. A pouty, tousle-haired girl plays about in fitted overalls, harems (genie drop-crotch trousers), and extra-baggy boyfriend jeans. The washes are simple and clean, a clever contrast to the intrepid shapes. Early London fans include Agyness Deyn and Alexa Chung.
Check out My Lovely Jean at Topshop, Harvey Nichols, and Donna Ida. They are also available online via asos.com.