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Net-a-Porter launches a chic online denim boutique

May 3, 2010 |  7:06 am

Net Online fashion seller Net-A-Porter has always been more Jean-Paul Gaultier than Joe's Jeans. But the luxury retailer is harnessing the recession-proof popularity of designer jeans by creating a denim-focused online boutique (accessible through the home page).

The denim hub, which launched Tuesday, features the usual high-end suspects, including Seven for All Mankind, Acne, Citizens for Humanity, Current Elliott and J Brand, along with more rarefied denim from labels such as DRKSHDW by Rick Owens (great if you have $655 to burn on jeans), Yves Saint Laurent, Helmut Lang and Fendi.

And there are tons of ways to search: by wash, fabric type, rise and even body type (boyish, long legs, petite, hourglass or curvy). There are also stylishly designed pages filled with denim tips (i.e., "all denim loosens when worn") and an e-mail to send specific questions about denim to jeanteam.usa@net-a-porter.com.

Also featured in the boutique is an interesting documentary-style video -- "Net-A-Porter's Top 10 Most Iconic Denim Moments" -- narrated by fashion historian Colin McDowell that covers great moments in denim, including Alexander McQueen's debut of the super-low-rise "bumster" jean, Bananarama's ripped boyish jeans, and "Thelma & Louise's" rustic Levi's.

-- Emili Vesilind

Photo: The splash page image on Net-A-Porter's new denim boutique. Credit: Net-A-Porter

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