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We are truly impressed with American Eagle’s latest ad campaign featuring “Euphoria” actress, Sidney Sweeney. This is their most expensive ad campaign ever, It includes a 20-story 3D billboard in Times Square and an Exosphere Sphere activation in Las Vegas.

Also there’s a Snapchat AR try-on lens, sponsored Snap stories, and BeReal & Instagram broadcast activations where Sweeney speaks directly to users.

Sweeney describes herself as a “jeans and T‑shirt girlie”, aligning nicely with the campaign’s easygoing denim narrative. She emphasized her comfort in loose, wearable jeans designed for everyday confidence.

She praised AE’s versatility and shared that both her own closet and her mother’s go-to casual look include AE denim, citing growth across life’s stages and styles.

This campaign redefines American Eagle’s image—from mall staple to Gen Z denim authority. Sweeney’s grounded charm, combined with innovative branding and charity integration, brought both cultural momentum and market ROI.

You can shop for the collection of the campaign here.

The post American Eagle x Sydney Sweeney Ad Campaign first appeared on Denimology.

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Street style is all about relaxed confidence – denim silhouettes that flow, breathe, and let you personalize your aesthetic on your terms.

As opposed to runway shows. when it comes to streetstyle there’s no rule, nobody to dictate what to wear or how to wear it. Streetstyle is the perfect way to express yourself. Create your own look. Be yourself!

Phil Oh, our most admired fashion photographer once again captured the most interesting looks on the streets of Paris in Milan during their Spring 20026 shows and previews.

Coordinated denim head-to-toe was everywhere. Layered, mixed-wash jackets paired with jeans or skirts, referencing the Canadian tuxedo with a modern twist. These outfits often featured vintage textures or upcycled elements for added contrast and personality.

Ripped jeans with raw hems were balanced by refined suiting or elegant knitwear. Distressed denim appeared purposefully juxtaposed with polished trenches or tailored trousers, epitomizing Parisian casual-elegance.

Baggy, low-slung denim pants were paired with loose shirts or minimal tops. This relaxed aesthetic, often seen with pooling hems over sneakers or loafers, emphasized comfort without sacrificing shape.

Street stylers blended denim with gorpcore and athleticwear: denim with technical jackets, soccer jerseys, hiking-inspired layers, or cargo accessories for functional flair.

Scroll down and get inspired!

{images Phil Oh }

The post Street Style – Paris/Milan, We’ve Checked You Out! first appeared on Denimology.

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TELLASON was founded in 2008 by Tony Patella and Pete Searson in San Francisco. Tellason (“Patella + Searson”) embodies a DIY, high-integrity approach to denim making.

Founders Tony Patella and Pete Searson

“We believe style comes through best on people that don’t work at it.  Growing up in California, skateboarding and listening to punk music, we’re inspired by the mindset prevalent in those circles in that era.  With that in mind, we focus our attention on high-quality basics, devoid of frills and embellishments. Get dressed and move on.”

Since their launch, they have committed to using domestic suppliers. Cone Mills White Oak until its 2017 closure, then continues domestically. But always made in USA for denim, Gallilean suppliers for buttons, rivets, and Tanner Goods for leather patches. And all cut and sewn in their local San Francisco factory.

TELLASON offers a selection of vintage-inspired fits in Japanese-sanforized or Cone Mills selvedge:

• Ankara – true straight leg, mid-rise in 12.5–14.75 oz fabrics
• Sheffield – straight-tapered, lighter 12.5–14.75 oz denim
• Elgin – mid-rise slim tapered in 16.5 oz
• Gustave – their slimmest tapered fit, available in 12.5 or heavy 16.5 oz denim
• John Graham Mellor (JGM) – slim-straight low-rise 16.5 oz cut

The post TELLASON – Made For Denimheads first appeared on Denimology.

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Should we say Mr. Diesel Glenn Martens, or rather, the new Mr. Margiela Martens? The answer … time will tell. Thing is that Maison Margiela and Diesel belong to the same company, so why not also share the designer?!

Personally, I am not sure how Martens will carry off being a designer for like – let’s say – two totally opposite direction brands. Well, also, it does take some guts for a designer to follow both John Galliano and Martin Margiela!

For now, I can only say, way to go Glenn Martens. And we were really intrigued by your first Margiela collection!

Maison Margiela stands out as an anomaly in this era. Martin Margiela’s eponymous label has always been characterized by a unique approach to deconstruction. Embracing both the act and its implications on the design process. 

First understood by a few, but undeniably felt by all. From the founder’s disruptive beginnings to Matthieu Blazy’s impactful tenure, to John Galliano’s decade of cinematic decadence, the house has consistently rewritten its codes while maintaining its core. Now, with Glenn Martens at the helm, the gaze of the industry sharpens once more. 

Glenn Martens’s couture debut notably incorporated denim and upcycled jeans as part of his layered, archival-inflected narrative. Presented at Paris Haute Couture Week, Martens’s debut honored the house’s legacy while forging his own distinct path. The collection was set in Le Centquatre, a venue reminiscent of old Margiela shows, with peeling paper walls evoking faded interiors of Flemish homes.

Themes included Blues and black denim with painted details, and upcycled materials such as thrifted denim garments refashioned into new silhouettes.

Painted light wash jeans were paired with cowboy-style boots and layered vests, a textured callback to Margiela’s DIY ethos and a reinterpretation of classic denim fits.

The collection also included distressed and patchwork denims as well as acid washes and coated finishes, creating sheens and architectural surface contrasts.

You can watch the complete show in the video.

You can shop for Maison Margiela clothing at Farfetch women/men and at CETTIRE.

The post Maison Margiela Fall 2025 – By Glenn Martens first appeared on Denimology.

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Balenciaga’s Demna, in his last collection designed for the brand … Are we actually having to say good bye uber-sized denim? We already hinted on this subject back in March when we posted Balenciaga’s Fall/Winter 2025 lookbook.

The collection is framed as a retrospective of Demna’s 10-year tenure at Balenciaga, drawing from 35 past collections along with original, personal wardrobe pieces to conjure signature silhouettes and ethos. Denim is positioned as both homage and evolution. Celebratory rather than purely trend-led.

The overall tone of the collection is subdued refinement, veering away from his earlier gravity-defying monolithic proportions toward sleeker, more tailored forms. Though oversized volumes and architectural exaggeration still appear in outerwear and structural pieces,

But the jeans, well, what can we say? Skinny jeans! .Cropped jeans with faux-fur hems were a standout variation. Relatable streetwear reimagined through playful, ironic detailing that references Y2K excess without parody.

Other denim looks included more straight-leg styles and tailoring approaches: slim yet relaxed styles, paired with sheer tops and leather trims, allowing denim to feel simultaneously familiar and subtly subversive .

Pairings brought denim into layered outfits with oversized clogs or sneakers, shrunken accessories, and sleek hosiery to offset volume and bring the focus back to the denim pieces themselves.

But still, thee are denim and camouflage pieces included which definitely remind us of the “old” Demna styles!

And definitely included were an oversized denim jacket and denim shorts. And also definitely Demna=style oversized leathers.

The post Balenciaga Resort 2026 – Oops Skinny Jeans?! first appeared on Denimology.

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We don’t want to brag — but fact is, we have so definitely been predicting the come-back of low-rise jeans! Remember our Diesel feature (read here) back in March 2025, among many other trend reports.

So now that low-rise jeans are officially back on the fashion radar this summer, are we allowed to brag?!

What we love about low-rise jeans is their blending of nostalgic Y2K vibes with contemporary, more wearable tailoring and styling. Meaning that as part of the indie sleaze and brat aesthetic revival, these jeans reflect Gen Z’s throwback fashion embrace with modern execution.

Low-rise jeans nowadays come in many different versions. The most popular being the low-rise baggy or wide-leg style. Think about relaxed hip-rise fits, and not body-hugging.

Scroll down to find our team’s favorite picks available to shop for right now.

Madewell Low-Slung Baggy Jeans ($99) – available in 10 different washes and colors

Diesel Flare Jeans ($250)

Joe’s The LOU LOU Low-Rise Wide-Leg Jeans ($198)

Garage Low-Rise Baggy Jeans ($74)

Pacsun Jade Low-Rise Bootcut Jeans ($58.54)

AG AG-ed Low-Rise Wide Leg Jeans ($186)

AGOLDE Low-Rise Baggy Jeans ($228) – available in 16 different washes and colors

Edikted Low-Rise Wide-Leg Jeans ($88)

The post Low-Rise Jeans Are Definitely “High Rising”‼️ first appeared on Denimology.

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