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Launches & Releases: J Brand's Curvier Blue Label

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LA-based denim label J Brand, which has made a name for itself with skinny, flattering fits in clean washes, is expanding its offering come July with a new Blue Label collection, initially an exclusive to Bloomingdale's. The line, which caters to a curvier woman, will include skinny, boot-cut and flared styles, wholesaling for $72-$75. Per WWD, "Blue Label's cigarette-leg style with a 14-inch opening features a roomier fit around the thigh, and boot-cut and wide-leg styles are enhanced with back darts and a contoured waistband that hug the hips."

Besides the roomier fit, sizes range from 25-34 waist versus the usual 24-32 waist, though J Brand is not branding this as a plus-size collection. Co-founder Susie Crippen told the trade: "Our original jean was really a slim cut...In the original design, we took out extra fabric from the high hip to the knee for the slim, 'isn't-going-to-get-baggy' look. There were a group of customers that weren't able to fit into J Brand and wanted that aesthetic." Savvy move, we say, allowing customers to avoid plus-size labeling. In August, Blue Label will be distributed to other retailers (though no LA boutiques named yet), as well as online.
· J Brand Courts Curvier Customer With Blue Label [WWD, subscription req]
· Blue Label Collection [jbrandjeans.com]