This March 2018 M.i.h Jeans introduces the Marrakesh 1971 capsule collection, inspired by original seventies denim from the brand’s archives.
1971 was the year that M.i.h Jeans’ founder Chloe Lonsdale’s father, (“Blue Jean King” Tony Lonsdale), imported the first flares into the UK and sold them at his Jean Machine store on the King’s Road in London.
1971 was the year that Made in Heaven designed the first British-made flares, a first both in Britain and in Europe.
And 1971 marked the start of a pivotal decade in which jeans were the rebellious choice of the young, the hip and the bohemian.
To recognize the importance of 1971 to the brand, M.i.h Jeans have designed the Marrakesh 1971 capsule featuring six denim pieces inspired by the Made in Heaven archive. The jeans of the seventies were unisex and democratic, liberating women from gender biased dressing. The capsule pieces reflect this new attitude and freedom of expression women were experiencing. The original 1971 Marrakesh flare was the first flare designed by Made in Heaven and was designed as a unisex jean for men and women. The hippies and bohemians, travelling to Marrakesh across ground from Europe during the sixties and seventies, only wore flares and if those flares were British, they were Made in Heaven label.
The original, best-selling 1971 Marrakesh flare has been remade to evoke this free-spirited, worn-in attitude with cut off waist-band, slipped back pockets and a faded-out wash. The capsule also features the denim cut offs version of the 1971 Marrakesh flare, and other best-selling 1971 styles from the Made in Heaven archive.
The straight cut Paris jean has been re-named the Paris Drive-Through and features original zip through detailing and Made in Heaven pockets. The Sunland denim jacket has sunray back panel detailing and a wash inspired by vintage sun-faded denim, the Tribe dungarees fature sunray paneling and a cropped straight leg, and there is a classic 70s unisex western denim shirt. In addition to the six denim pieces, the capsule also includes a white 70s style tee with the original Made in Heaven logo.
The concept has been captured visually in the Kasbah, Medina and Riads of Marrakesh following the journey taken by the free-thinking, bohemians of 1971. Ella Richards plays the muse as the free-spirited English hippie breaking with the conventions of the seventies in her flares worn with trinkets found at the souk. The creative team who have brought the concept to life are photographer, Laura Bailey and Stylist, Cathy Kasterine.
Marrakesh 1971 speaks to the free-spirited attitude of denim culture and the brand’s origins rooted in the seventies. M.i.h Jeans will always embody a 1971 attitude.