I first met Chloe Lonsdale, the founder & Creative Director of MiH Jeans London in her showroom on New York’s Broadway back in 2008, on an appointment for The Wall Street Journal. I was intrigued by this British denim brand, that had the balls to sell denim to the land which invented it.
Founded in 1969 by Tony O’Gorman, it was originally named ‘Made in Heaven’ with the goal of providing the most perfect-fitting, leg-lengthening jeans around. In 2005, Chloe – his goddaughter – re-launched the brand as MiH, spotting a gap in the market for beautifully tailored jeans with a cleaner, more sophisticated look
Chloe has built a thriving global fashion business, based here in London, and I am thrilled that she has agreed to be the latest in a line of brilliant, inspiring women to contribute her Day in the Life to LLG.
Over to you Chloe:
There is never a normal day no matter how much I wish there was. Isn’t it funny how you crave for routine when you don’t have it, and then can’t stand it when you do?
With three little ones under three my day starts around 6am. We’ve won if we have managed to get them sitting in the bed watching the ipad for half an hour! Then it is an amusing competition between my husband and I to see who can get out of the house and into the office first. He joined me in the company three years ago, just before the birth of baby number one, Finn.
I have a daily uniform of blue jeans, a white shirt and Converse. This effortlessness is the core of the vision I project for the brand and I always try to stream this into our seasonal imagery in an aspirational way. I wish I looked like this everyday!
I travel a huge amount, though a lot less since I had my children – it is now normally two to three trips a month. Today I am off to Denim Premiere Vision in Paris, a trip I make twice a year with our Heads of Design for MiH and Jean Machine, our men’s label. It is always a funny day. The denim world is pretty unique and it is a chance for all the textile vendors and their clients to show off their finest. The aim for us is to discover beautiful new fabrics for the season.
Whenever I go through St Pancras I always stop in Le Pain Quotidien to buy a vegan blueberry muffin and a green tea. I also pick up something to take home for the kids – this time some honey bears.
We spend the entire train journey talking about ideas for the next collection and probably irritating everyone else in the carriage. We’re at the Gare du Nord before we know it and although I always book carriage number 1 on the Eurostar so we’re off the train first, there’s always a crazy taxi queue.
The fair is in the old docks and they always have an amusing theme. This year it is ‘Circus’ so I am greeted by a life size elephant, marching ponies and a monkey riding a bicycle.
We have a tight schedule of appointments with all of our key denim mills, such as Swift denim.
This season they had an amazing blue indigo marble effect background on their stand – I think it would be amazing as a piece of art.
I noticed frayed edge techniques everywhere and I get excited about bringing that into the collection.
We leave the fair with lists of fabric codes to send off for sampling. It’s June and Autumn Winter 14 has officially begun.
I have to catch the train home because it is my anniversary today and I can’t miss my date! I am always through the door by 6pm every night to do my children’s bedtime and make it back today just on time to see my daughter, Arden, is already in the bath. It is a busy hour getting them all tucked up.
A taxi arrives at 7.30pm and I just have time to swap my white shirt for a silk shirt, apply a quick slick of lipstick and it is off to the theatre and dinner. This is about as dressed up as I get unless it is an occasion that doesn’t allow jeans!
It’s awful to say but I nearly always fall asleep in the theatre but the play was hilarious and the prospect of dinner at Scotts afterwards kept me going! After champagne and oysters we’re home by midnight ready for a busy new day.