Czech model Eva Klímková is styled by Birgit Schlotterbeck in fashion-forward s(he)-leaning, feminine mixes with plenty of denim. There’s no doubt that denim is making a comeback. Even the Duchess of Sussex wore denim jeans and a denim jacket on her recent trip to South Africa.

In this well-styled, directional, denim-rich fashion editorial, Andreas Ortner is behind the lens for Gala Magazine’s October 2019 issue./ Beauty by Peggy Kurka

In 2017, imports of women’s elastic-knit, athleisure pants overtook denim sales for the first time, but the trend is turning again. Take note, though: sustainable denim are the key words for today’s young women.

In the US, J Crew struggles, as its baby brand Madewell spins off into its own IPO as a destination for young, cool women. In fact, Madewell has paid the rent for J Crew for some time now, so don’t be caught with your disapproving daughter — or granddaughter — lecturing you about jeans cred.

Before fast-fashion piles into denim as a way to make a fast buck, and consumers forget that passionate nod to saving the planet we say is so vital to our futures, take a look at Madewell’s website page promoting Fair Trade Denim and its retail mission: “We are proud to partner with Fair Trade USA to support safe, more planet-friendly factories and happier, more empowered people.”

Bottom line, denim IS making a comeback but global activism is set to move against companies and people promoting one of the most polluting products on the planet, if the brand has no sustainability and global citizen credentials.

Proceed with caution; denim brands. You have been warned. ~ Anne