Joe's Jeans President Talks LA Trends & Casting Bambi Northwood Blyth In The New Campaign

09 August 2013 by

While it’s hard to keep up with all the new denim names on the market, there are some labels that are worth remembering. One such offering is Joe’s Jeans a LA based brand which has been racking up plenty of celebrity fans of late. Joe’s collections of denim and casual staples have been spotted on a host of A-Listers from Kristen Stewart to Jessica Alba. Ever the curious denim obsessives Grazia Daily took the opportunity to quiz Joe Dahan, Joe’s President and Head Designer. We’ve also got the reveal on the new campaign images and film – shot by Ellen von Unwerth, no less. So tune in below!

Joes Jeans A/W 2013

GraziaDaily: Describe Joe's Jeans to the uninitiated

Joe Dahan: Joe's is an established premium denim brand that embodies a casual chic lifestyle. We offer pieces that make up a classic, modernized wardrobe including jackets, dresses, skirts, blouses, contemporary accessories and footwear. We also just launched a new clutch collection exclusive to

GraziaDaily: What is your background - did you train as a designer?

Joe Dahan: My interest in fashion started when I was 14 years old. I worked after school with my older brother who was in the business. This form of expression was very exciting to me and I knew right away it was what I wanted to do. By the time I was 18 I had my first line. It was a contemporary men’s sportswear line named “Joe Dahan” which was based out of Los Angeles. I was fortunate enough to make my first million at such a young age doing something that I loved.

I started Joe’s in 2001. Back then most denim brands were more western wear-inspired, and as denim became increasingly popular I was able to quickly recognize that there was a need in the marketplace for a premium denim line with more of a casual yet sophisticated aesthetic.

Joe's Jeans A/W 2013 Campaign Film

Grazia Daily: LA is the epicentre of denim cool - what new trends have you seen bubbling up on the street?

Joe Dahan: Trends are ever evolving and we like to stay at the forefront of the changing landscape. For fall, we saw moto, military and menswear which brought a lot of new styles to the Joe's line, both for our denim and collection pieces.

Joe's Jeans A/W 2013

Grazia Daily: What was the concept for this season's campaign and why did you cast Bambi in the shots?

Joe Dahan: We continued with our love of telling a story through our campaign. This season, we capture moments in an unspecified time to highlight the timelessness of the collections modern pieces all set against a notable backdrop. 

Bambi is a gorgeous face with so much presence but also warm and inviting, we loved that. Alongside Bambi, we cast Jodie Smith and Lana Zakocela who had similar qualities with very different looks. Since the Joe's woman is not someone we can put into a category we wanted to represent that by having multiple models.

Grazia Daily: Can you give us an LA style tips for healthy living?

Joe Dahan: Taking note of what you need and taking care of you even in this fast paced environment is key. Also, Juicing. It is such a great and easy way to get in your needed nutrients from vegetables when you’re on the go. I especially like the added convenience of having Pressed Juicery deliver to the office so I can start my busy days off right.  

Joe Dahan (Right) With Olivier Zahm at a Joe's Jeans Dinner in London Earlier This Year

Grazia Daily: What's the most important thing to look for when trying on jeans?

Joe Dahan: Look for a jean to enhances your physique with a timeless quality. 

Sometimes you have to forget the trends and find what fits your body type and your own personal style. When I first started Joe’s I gave jeans to a lot of my friends and I found that they didn’t fit everyone. I held a casting with over 2000 girls during a 6-month period and out of that we developed 8 core women’s fits that would cater to various body types so that any body shape could find the pair that makes them feel confident and sexy. 

Grazia Daily: What are you denim pet peeves?

Joe Dahan: I don't really have one. I enjoy the freedom within the denim industry of being able to create whatever it is you like. 


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