For $100, you could get a pair of Topshop “jeans” that are made of transparent vinyl. You might laugh or tweet something snarky (many have), but…those “jeans” are sold out. And this isn’t the only pair of out-there denim Topshop has churned out in recent months.
Remember the clear-knee “mom” jeans the internet had a field day with? Or the ones with a full tulle skirt attached?
There’s one woman behind this denim madness, and her name is Mo Riach. She’s Topshop’s head of design. And she is loving the conversation, no matter how snarky it gets. “We want to disrupt. We want to do something that will get people talking,” she says. “It’s a positive thing. Debate and discussion is a positive thing, and we have our customers coming to our site as a result of that.”
She continued, “We love to give people a reason to buy something new in this saturated market. We know we are confident and only go forward with things we believe in and we know our customers will adopt, so we don’t question it too much.” For Topshop’s design team, there’s no such thing as going too far, though Riach agrees “a clear jean is as far as we pushed it” and “we will push it as far as it needs to with reason without it becoming fancy dress [costume].”
She says the design team mainly takes inspiration from street style blogs and vintage shopping. Here, she shares the stories behind some of Topshop’s most recent head-turning denim designs.
Topshop’s crazy jeans
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From: Elle US
