Denim has an excellent PR team. It calls itself effortless after someone has printed it, embellished it and sent it through hair and makeup. Gigi Hadid’s new Liu Jo project has no interest in pretending otherwise. The Gigi Hadid Edit is jeans dressed for a second look.
The important word is edit. Hadid has curated a selection from Liu Jo’s wardrobe, rather than designing a line from scratch. That makes her taste the subject. The first drop goes big on double denim, with overshirts, bombers and Napoleon-style jackets; graphic prints and ornament make the familiar fabric considerably less polite. Leather cowboy boots finish the argument.
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The campaign lets you see the work. In one frame, a light meter wanders into the shot while Hadid wears a printed denim shirt open over matching jeans. In another, she sits beneath dressing-room bulbs with one shoulder out of a sparkling jacket. A clothes rail stays visible behind a third look. The images are staged, of course, but they have the nice sense that the outfit is still being decided.
Hadid told Vogue Italia that making an edit feels like taking people shopping with her. She said she buys by instinct: jeans and a white tee may be the base, but a jacket, jewellery or a strange detail can change the whole mood. Here, that instinct lands on optical effects, decorative hardware and washed surfaces. The clothes look better for admitting that getting dressed can be a little excessive.
The boots are more than a borrowed Western costume. Hadid linked denim and cowboy boots to growing up around horses in that same interview; she has simply brought an old instinct into a different room. It is a useful way to read the whole edit. Personal style is not a spotless uniform. It is the things you keep choosing, even when fashion gives them a new name.
The first Gigi Hadid Edit drop is available through Liu Jo online and selected stores. You can take the exact outfit home, or just steal the better idea: jeans are a starting point, not an excuse to stop.
