Bodycon By MiH Jeans - A Denim Revolution

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Bodycon By MiH Jeans - A DenimBodycon By MiH Jeans - A Denim Revolution PR Newswire LONDON, Oct. 22, 2013 MiH Jeans are delighted to announce the launch of their brand new Bodycon jean.

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• Publié par: mih-jeans
• Publié le: 22 octobre 2013
• Nombre de lectures: 5
• Langue: English

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Bodycon By MiH Jeans - A Denim Revolution

PR Newswire

LONDON, Oct. 22, 2013

MiH Jeans are delighted to announce the launch of their brand new Bodycon jean. Chloe Lonsdale, Founder & Creative Director of MiH, says:

"The MiH Bodycon jeans are developed to fit and feel like your perfect jeans. Soft to the touch but strong on the body, they provide the most slimming silhouette yet."

Through the use of innovative fabric construction where traditional cotton yarn is encircled by a tight coil of stretch fibres, the denim is given power as it is stretched. The greater the pull on the fabric the more it rebounds, both holding curves in and smoothing them out – making the Bodycon jeans the most flattering around.

We've done everything possible to make this the most flattering jean of its kind. From the removal of the front pockets to reduce bulk and reduce the distorted seams you can get from high stretch denim, to altering the waistband to offer internal support (giving a cleaner line through the waist). Gone is the back 'yoke' seam to add shape and allow the bum to 'lift', replaced with darts to create a curve that starts at the top of the jeans. The outcome is a clean, pared back jean that gives a smooth line and streamlined shape.

With the combination of this new fabric technology and unique jean engineering, our Bodycon Jean and Pant are a revolution in denim. They feel like a cool pair of jeans, just how you like them, whilst functioning more like a shapewear textile than a traditional denim. 

Re-launched in London in 2006, MiH Jeans is one of Britain's most iconic denim labels with a heritage spanning back over four decades. Renowned for beautiful quality, tailored jeans and perfect seasonal staples, today MiH has become a lifestyle brand for the modern woman.

Founded in 1969, MiH was relaunched when Chloe Lonsdale – goddaughter of the original founder - identified a gap in the market for understated jeans with a European aesthetic. Worn by original 70s denim icons Jane Birkin and Marianne Faithful, today their celebrity following includes Gwyneth Paltrow, Jennifer Lawrence and Rachel Weisz.