“Finding the right pair of jeans is a personal experience”
For UK customers, Madewell has long been a destination to seek out when visiting US shores – it was available online, but without the opportunity to see and try on products first. Twelve years since its inception, it has finally arrived on the UK high street this autumn at John Lewis & Partners shops (having made its bricks-and-mortar debut in the new White City Westfield store in March) and on johnlewis.com.
"I’m excited that our denim is now available for people to try on in the UK," says Joyce Lee, Madewell’s head designer. "Finding the right pair of jeans is a personal experience – you have to try on a few styles and sizes to find that perfect one." Joyce, who previously worked on the accessories design teams at Marc Jacobs and Michael Kors, joined Madewell as design director of accessories in 2008. She moved into the head designer role in 2015 and, under her watch, the brand has continued its impressive growth.
“I love playing with different shades and adding texture”
New for autumn is the Curvy Jean, designed specifically for an hourglass shape, which Joyce says, "hugs in the right places for a flattering look and has stretch so is unbelievably comfortable". As for how to style those jeans, Joyce has a more-is-more philosophy: "Denim on denim on denim! I love playing with different shades and adding texture such as sherpa, depending on the season."