Denimology

Alexa Chung Covers UK Vogue

Alexa Chung is blowin' up! The girl is everywhere right now and her "It Girl" celebrity status is undeniable. Mostt recently, it seems everywhere she goes, denim follows... For instance, Alexa is the face of Pepe Jeans Spring/Summer 2010 and she's collaborating on a clothing line with Madewell and we know denim is kinda their thing. It comes as no surprise that Alexa's 8 page spread in the March 2010 UK Vogue is all about Alexa's LOVE for all things denim; the editorial is called Indigo Girl, photographed by Alasdair McLellan and styled by Kate Phelan.

Alessandra Ambrosio - Action Denim!

Sexy Victoria's Secret supermodel, Alessandra Ambrosio models nearly every type of denim known to man while her prop fellow modeling mate, Matt Nicol, poses fiercely like a prop.... in... well... nothing. The Action Denim photoshoot was snapped by photographer Stewart Shining and styled by Sciascia Gambaccini for (I presume) leiweb. More denim ID's after the jump.

Continued (with more photos)...

Armani Exchange Spring 2010 Campaign: Utopia

Check out the images from Armani Exchange 2010: Utopia. Shot in Myrtle Beach by photographer and A|X Creative Director Matthew Scrivens. Models included in the shoot are Irina Shayk, Marlon Teixeira, Tamiris Souza Freitas, Clint Mauro and Tomas Skoloudik.

A/X's take on what's in-

Sun-drenched shades are the new spotlight colors, accompanied by a free spirited mood as style and sexy collide in an explosion of desire.

Last season Armani Exchange's denim was a big hit with Hollywood It Girls and Guys. AnnaLynne McCord and Kellan Lutz were both spotted in trendy denim pieces from the brand multiple times.

Bar Refaeli for Rampage

Rampage give the tie-dye treatment to their denim for the Spring/Summer 2010 ad campaign featuring Bar Refaeli. Available at Dillards and Macy's the supermodel certainly does right by Rampage in the ad and additional outtake.

Fidelity Announces New Super Stretch Denim!

Instead of being another provider of the current fad in denim, the legging jean, Jason Trotzuk, founder of Fidelity Denim took a different route. He created this new 12 ounce heavyweight, stretch denim fabric to cater to everyone who isn't wearing a "jegging". Fidelity's new Super Stretch Denim Line promises classic cuts made from high end figure flattering Italian denim. Fidelity Denim's new Super Stretch line of jeans in the Twiggy, Scoop, Stevie and Belladonna styles will be available for purchase in February.

Personally, I can not wait to get my hands on these jeans. The most exciting thing about jeggings is how flattering they seem to be to many different shapes. I am extremely interested in touching this fabric and seeing how shape resistant the line is. This is definitely exciting news in the world of denim!

YMI Spring 2010 Campaign

YMI Jeans Spring 2010 campaign was shot at the Edison lounge and on the rooftop of the Million Dollar Hotel in Los Angeles. The campaign was snapped by photographer and art director, Odessy Barbu. Included in the new collection are the Extreme by YMI denim leggings, studded floods as well as fashion tops.