Return to luxury

24 Carat Jeans?!

To celebrate the launch of Selfridges' super sized denim Studio, that opens on June 24th, coveted denim label JBrand unveil their new jeans, complete with 24 carat gold rivets and a price tag setting you back £525.  According to JBrand's Creative Director Donald Oliver, the jeans do "..The same job as a LBD, but a little tougher" and apparently "It's the next step in giving our girl something she can wear in the evening."
In all honesty it sounds  a little excessive to me, for just a pair of jeans. Its quite ironic and almost as though the fabric has come full circle, as denim was originally created during the gold rush for workers as they needed durable trousers to withstand hard labour when gold mining, and now the jeans are getting covered in 24 carats themselves!

Sam Rollinson for JBrand's Little Black Jean Collection

Britain produces and purchases more luxury goods than anywhere else in the world, so what does this say about the British fashion shopper?! I think this may be signalling that in our recession British consumers have realised that its better to choose quality over quantity. Saving up for a quality piece that costs a little more works out better in the long run than buying many shoddily made garments from bargain shops such as Primark. This is better for the environment, factory workers overseas and the economy in the long run. Either way I don't think I'll be saving up for the 24 Carat jeans anytime soon...