Forget the LBD, It's All About J Brand’s Little Black Jean: EXCLUSIVE

28 May 2013 by

JBrand, the cult denim label behind everyone’s favourite skinnies, have turned their attention to party dressing with a new capsule collection of sleek, ultra-luxe black jeans. Created to celebrate the opening of Selfridges’ supersized Denim Studio (which when it opens its doors on June 24th, the massive 26,000 ft. space will bring together 11,000 pairs of jeans under one roof), the premium stretch jeans come in three cuts, all featuring 24-karat gold-plated hardware.

Sam Rollinson for JBrand's Little Black Jean Collection

“It’s the next step in giving our girl something she can wear in the evening,” J Brand’s Creative Director Donald Oliver explained when Grazia caught up with the team on the campaign shoot in New York. “Something that does the same job as a LBD, but a little bit tougher, with a more rock-and-roll feeling.”

Casting new Brit-It model Sam Rollinson as the face of the campaign, J Brand has certainly tuned into that tough chic vibe. The heiress apparent to the London girl crown, Rollinson might be intimidating if she weren’t so sweet (her highlight from the recent show season? “Making loads of new friends.”)

Sam Rollinson for JBrand's Little Black Jean Collection

As for how to wear them: channel Rollinson. In a sheer silk blouse and skin-tight 620s, she embodies everything the J Brand team admires about British girls. “It’s this casual ease with fashion that you don’t get elsewhere,” as Oliver puts it. “I’d like to bottle it.”

JBrand's LBJ available from Selfridges' Denim Studio and online at from 24th June.


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