SPRING 2020 LOOKBOOK

SPRING 2020: THE LOOKBOOK

USHERING IN A NEW ERA OF SUSTAINABILITY, TRANSPARENCY, AND TRUTH.

 

STARRING DEVON CARLSON, MATISSE ANDREWS, AND JAXON ROSE
PHOTOGRAPHY KATIE MCCURDY
STYLIST KARLA WELCH
WORDS MEGHAN BLALOCK

 

For the Spring 2020 collection, we pay homage to nature, in all her complexity, in a straightforward and authentic way—from our sustainability-first product innovations to our real, raw photography of the naturally formidable J BRAND woman. We are thrilled to introduce inclusive sizing to our lineup; sizes 33 through 38 will be offered for the first time ever. Our internal team of pattern-makers and product developers, unmatched in both dedication and expertise, started from scratch—cutting entirely new patterns and holding countless fittings to perfect the fit of these new additions to our sizing family.

We introduce new forward jean shapes named (naturally) after their rises and leg openings—the 1212 straight leg and 1219 boot cut, as well as the head-turning Thelma ultra-wide leg. Hand-picked cotton is combined with our proprietary wash techniques—which reduce water usage by an average of 90% compared to standard denim-washing practices—to produce the world’s most sustainable premium denim to date.

As the world at large searches for ways to reduce consumption and increase conservation, we continue to prioritize environmental innovation at every step of our process. We revere nature not only with the designs in this collection, but also with how we speak to the innate intelligence of the J BRAND woman. This collection is our homage to Her.