Abrand Hits the States with Fall Capsule
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Australian brand Abrand Jeans tapped Swedish model Elsa Hosk as the face of its fall capsule collection. The former Victoria’s Secret angel, also known for her work with Dior and Dolce & Gabbana, elevated the campaign with her “chic and timeless style,” the brand stated.
“Elsa Hosk is a great brand alignment for Abrand; she has that very chic, timeless style which made her a perfect muse,” said Caitlin Johns, Abrand’s global marketing manager. “The product looks incredible and her style fits Abrand so that was a no brainer for us. We think that her minimal capsule wardrobe style ties in nicely with our denim style.”
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Abrand, which is part of the Threebyone family of brands, is known for channeling ’90s energy, and its latest collection of denim fits and premium apparel emulate the brand’s ethos, taking inspiration from the likes of celebrities like Winona Ryder and Kate Moss.
“One of the taglines we have is ’90s denim made modern; the 2000s went really hard with the low rise but we are doing that in a more wearable, modern fashion,” Johns said. “The ’90s are just quintessential to Abrand.”
The 24-piece collection features “wardrobe essentials” true to Hosk’s personal style, including trendy maxi skirts, denim vests and bustier mini dresses. Standout pieces that have done well in the Australian market include the pleated mini skirt, which has been a “fan favorite,” Johns said.
“It’s amazing because the denim’s look and feel, with the pleats, makes it a casual look but it also [can be] dressed down for the night,” she continued.
Other highlights include the 99 Low Straight jeans, which are low-rise, straight-leg jeans made with rigid denim. At the same time, the Carrie jean is a super high rise also made with rigid denim, featuring a looser fit around the seat and Abrand’s signature dice logo on the back pocket.
The 95 Mid Straight Crop is a mid-rise, straight-leg crop jean made with “comfort” denim that takes time to break in. The Slouch jacket has an oversized fit featuring pockets and snap button fastening. The Heather Singlet is made with recycled cotton and has a soft rib design.
“Abrand Jeans is not only known for denim but also our apparel,” Johns said. “We design all of our apparel with a capsule wardrobe in mind. Revived ’90s classics made modern. There is a reason why these wardrobe staples haven’t gone out of fashion in decades.”
While Abrand doesn’t have a distributor in the U.S. market yet, this capsule collection is launching on Revolve and in select Nordstrom stores.
“We’re really growing brand awareness over in the states,” Johns said. Abrand is working to position itself in the U.S. market as a contemporary denim brand that’s committed to thoughtfully delivering the “hottest denim trends” without compromising quality.
“To get Abrand to launch into the U.S. is super exciting,” Johns said. Consumers can expect a curve line of jeans to come to the market in the near future, depending on U.S. market demand.
“I think it’s just exciting that we’re at this first step of launching with Revolve and Nordstrom and then once we get that high demand, we’ll definitely be servicing the curve,” Johns said.
