Made in Heaven Jeans was started in 1969 by the godfather of the current owner Chloe Lonsdale. Chloe studied design at Central St Martin’s and then went on to work at Nicole Fahri. She has always had a love of denim and grew up surrounded by the brand. She approached her godfather in 2006 and received his blessing from him to take over the brand. Chloe’s mother modelled for the brand in the 1970’s and continues to be a muse.
Chloe’s inspiration for the brand is focussed on the products and that the clothes are of beautiful quality and are sexy. She said, “The jeans transcend fashion styles and shouldn’t date. For example we have the Marrakesh jean which is wide leg and is the original cut as it was in the 1970’s, we have had five times as many orders for this jean in the past six months.”
The emblem of MiH jeans is the dove which originates from the 1970’s. Chloe said, “This is a point of difference from other jean brands and it has always marked us apart.”
The main focus of Made in Heaven is jeans but there are always collection pieces of shirts, tees and jackets that complement the jeans. There is a maximum of 150 for the collection pieces and some only have a run of 20.
MiH has a strong celebrity following with Claudia Schiffer, Kate Bosworth and Rachel Weisz all wearing the brand.
The photographs show the Spring/Summer 2011 collection which is available now. MiH Jeans is stocked in Harrods, Trilogy and is available online at ASOS, net-a-porter and the MiH website, www.mih-jeans.com.
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