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Permanently stylish: the relaunch of Current Elliott

Autumn 18 marks a new chapter for Current Elliott, as it relaunches with a new “permanent collection” under the watchful eye of chief brand officer Sarah Rutson.

Launched in 2008, Current Elliott was one of the original premium LA denim labels. It quickly gained fans thanks to its innovative fits and high-quality denim, and its current stockists include Net-a-Porter, Selfridges and Harrods.

The Collected Group, which owns Current Elliott, and womenswear labels Joie and Equipment, hired new chief brand officer Sarah Rutson in July 2017. The former vice-president of global buying at Net-a-Porter, Rutson has kicked started a reboot of the group’s offering, starting with Current Elliott.

For autumn 18 it has a new head of design, Natalie Ratabesi, and will launch a “permanent collection” of jeans inspired by bestsellers, complemented by a seasonal clothing and denim range that has a fresher, trend-led look.

The permanent collection will have three washes segmented by the appearance of “years’ worth” of wear. It will be available in rigid and stretch indigo, stretch black and stretch white, in four fits: the stiletto, the high-waist stiletto, the vintage crop slim, and the fling.

Average wholesale prices are £90 for the permanent collection and range from £43 for a T-shirt to £380 for a leather jacket.

020 7043 5277

currentelliott.com

Q&A: Sarah Rutson, chief brand officer at The Collected Group

Sarah Rutson

Tell us about Current Elliott’s new direction

We recently celebrated our 10th birthday and reflected on what our heartland is: Current Elliott is a denim brand. It always has been and always will be. We have a laugh about how we went through a break up with our boyfriend –  we’re widely known as the inventor of the boyfriend fit – and all break-ups need a minute to recover before you rise up bigger, better and stronger.

What changes you have made?

Refinement, focus and energy were put into our core denim, and there was concentration on the fashion fits and washes in our seasonal denim. We’ve brought in a relaunched dialogue around our permanent collection and the infusion of a badly needed burst of life and energy into our seasonal fashion.

Tell us about the permanent collection

It will be a continuous collection of items we believe to be the foundation of a woman’s denim wardrobe. It’s no longer just about the skinny and the boyfriend fit, and no longer just about stretch, as we’ve spent a year developing the softest rigid [denim] on the market.

What are the “years’ worth” washes?

Current Elliott has always been a leader in authentic worn-in washes. It was important to us to bring the same authenticity to a woman who wants a cleaner-rinsed jean too. The washes are: 0, a raw denim; 1, based on the characteristics of a jean with one year’s wear; and 2, which displays the traits of the perfect vintage jean.

What is key in the main range?

As denim is a staple that will always transcend trends, it was important to us to balance this with infusing the season with fits, details and colour acknowledging what’s happening in fashion. We feel strongly about our dark indigo offering that has a nod to 1990s clean rinse denim, corseting details in wovens and jackets for that late 1980s nod, and also leather and corduroy. The collection has an edge yet still offers the femininity and softness we are known for.

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