J Brand, the premium denim label, has launched a new brand called Blue Label aimed at the curvier woman.
Blue Label will feature three styles including a cigarette-leg with a larger fit around the thigh, and bootcut and wide-leg styles with back darts and contoured waistbands.
The collection will also feature similar dark, clean washes and lean silhouettes to that of J Brand. Waist sizes range from 25 to 34 and wholesale prices are about US$74 (£37).
“We aim to step outside of who we’ve been fitting and bring a whole new level of customers to J Brand,” said J Brand’s co-founder Susie Crippen.
She added that the range was not a plus-size collection and had come about because the original J Brand fit had been particularly slim.
J Brand hopes that Blue Label will account for 20% of its total turnover. For more information on Blue Label call J Brand’s UK agency Rainbow Waves on 020 7352 0002.