Jeans are about as American as it gets, but sometimes you have to travel to find the best denim inspo. There’s the French girl uniform, of course, which involves stovepipes and Breton tees, and then there’s M.i.h Jeans, a label that Chloe Lonsdale founded 10 years ago to capture the “quirky, eclectic” vibe of London’s famed Portobello Road. Now, M.i.h’s ’70s flares, high-rise skinnies, and vintage-inspired denim are a go-to for stylish women everywhere, but there’s a good chance your friends aren’t all familiar yet. “We’ve always been a little bit of an insider secret because we’re not widely distributed,” says Lonsdale. “We’ve always been the fashion girl’s denim brand.”
For M.i.h’s 10th anniversary, Lonsdale combed the archives to reissue 10 of her favorite styles, what she’s calling the Cult Denim Project. There’s a chambray boilersuit, which sold out the first time around; the perfect straight-leg Berlin jean; and a button-up dress with a braided belt, which Lonsdale notes as a favorite. “It reminds me of my mum in the ’70s.”
Lonsdale tapped photographer Colin Dodgson to shoot the collection bare-bones-style on the side of the road in Los Angeles—no hair or makeup, no catering, no fuss. Set amid a rugged landscape, the resulting images have a dreamy, otherworldly quality. “We’re not a brand that wants to layer a girl with makeup or style her up with heels,” she says. “We just wanted an amazing model and amazing light.” With denim as solid as this, there’s no filter required.