J Brand is back, and more environmental than ever before! In an exclusive July 15th launch of their newest #LittleJean collection, the luxury denim brand has announced a partnership with Swedish supermodel and influencer Elsa Hosk. Keeping an eye out for the growing concern for our planet’s future, and the role that material production plays in polluting the earth, the house has taken up a new interest in keeping their products as sustainable as possible.
“Anything we can do to help the environment is so crucial right now, and I’m proud to say that all the blue jeans in this collection use 90% less water in production and the rest of the jeans use upcycled fabrics to cut down on waste,” Hosk has publicized. “All the styles have recycled thread, hardware, and hangtags.”
In fact, Hosk’s involvement in the capsule collection goes beyond the focus on environmental safety. In the ad campaign, Hosk models the simple, yet incredibly cheek outfits, in which she played a major hand in designing and executing. Her focus with these designs was to create styles that were unique in their flattering and comfortable feel, yet also summoned up the beloved vintage pieces that she, and the rest of the world, have admired for decades.
“Ever since I was a kid, I was obsessed with jeans and how they fit. If there was a trend that hadn’t come to Sweden yet, I would get big jeans then recut and re-sew them.”
It is clearly no surprise that this collaboration was meant to be, as art director Mary Peffer and photographer Zoey Grossman did a fantastic job of bringing Elsa’s vision to life. The eye-catching shots of Hosk in her beloved designs are nothing short of gorgeous. Clean and elegant, the audience gets to experience both Hosk and her clothing’s simplistic beauty and grace in an unimpaired setting.
Obviously, J Brand and Hosk have the utmost respect for each other and for the environment. As the capsule collection grows in success, already being available at jbrandjeans.com and Net-A-Porter, it is comforting to know that the simple designs of blues, blacks, and whites are, in fact, incredibly green.
Designer/Model/Stylist | Elsa Hosk Art Director | Mary Peffer Photographer | Zoey Grossman Hair | Kali Kennedy Makeup | Stacey Tan Props | Danielle Von Braun