Jeans that fit you like the spotlight fits a star.
Swedish label Monki is about to release a version of its popular “M” model jeans in a super-stretch, 4th generation denim with unique properties that ensure a great fit.
The release will be accompanied by a campaign fronted by up-and-coming Swedish singer Sibille Attar. Sibille was photographed in Spain, and the rumour on the set was that she loved the tight-but-supple fit of the new denim so much she didn’t want to take them off when the shoot wrapped.
Sibille Attar has recently released her first solo album, Sleepyhead, and will be touring and appearing at festivals during the summer, including the Popaganda festival in Stockholm on 30-31 August, for which Monki is the main sponsor.
“We love Sibille’s music,” says Monki brand and marketing manager Eleonore Nygårds, “and we were really excited when she agreed to front this campaign – she is such a great Monki girl, a fantastic role model and a beautiful person!”
Monki’s head of purchasing and design, Sofia Wallin, agrees. “So many jeans feel like they are only made for a few people, who happen to fit the jeans,” she explains. “These are jeans made to fit YOU, rather than the other way around, and it felt so right to show these jeans on a friend like Sibille.”
The “M” model jeans are part of Monki’s core jeans collection, which also includes models named O, N, K and I (for obvious reasons). The collection comprises a wide variety of fits, washes and finishes, and several of the models have acquired dedicated followings since they were launched last autumn. The core collection is also regularly complemented with seasonal models, styles and finishes – recent examples have included blue-on-blue embroidery, destroyed styles, and rhinestones.
Starting with just three stores in Sweden in 2006, Monki has expanded to over 60 stores in Europe and Asia, with locations in cities like Stockholm, London, Hong-Kong and Hamburg. In 2012, the company launched its first stores in China opening in Chengdu, Hangzhou, Shenzhen and Nanjing. Online, Monki serves 18 European markets.
Monki is a sister brand to Weekday and Cheap Monday, all owned by H&M.
Images courtesy of Monki