Celebrities have always been a part of the premium denim equation, but AG might have the coolest It girl roster. Daria Werbowy—also known as every fashion editor’s style icon—was the face of the brand for several years. Now, it’s Alexa Chung on the AG billboards, but both Werbowy and Chung embody the woman AG wants to attract: Cool, unfussy, and a little gamine.
So it makes sense that French New Wave films were the loose starting point for AG’s Spring collection, which had Breton-striped tees, silk button-downs, and skinny knits with matching neck ties. But what of the jeans? This season, AG is banking on high-rise, straight-leg fits that mimic vintage Levi’s 501s. Most of them have uneven hems, a result of the Vetements effect, with one jean mimicking the Vetements pair with a two-tone dye job, slashed hems, and shadow pockets on the back. If you’d told us two years ago that every woman would be lusting after those pieced-together jeans by 2016, we wouldn’t have believed you. How ironic is it that the most unconventional label in recent memory has spurred a trend that touches every corner of the mall, from AG to H&M and Gap?
That said, AG does have a knack for getting ahead of the trends. Its collaboration with Chung last year predicted two silhouettes that are now everywhere: the super-high-rise straight leg and the cropped flare. Spring has more of both styles in every wash, from classic blue to washed-out black, and they’re cut to flatter lots of body types. At the end of the day, premium jeans have to be flattering—AG’s customer wants to look taller, thinner, and have a great rear view, whether she’s wearing classic skinny jeans, culottes, or whatever else is currently trending.
