Chloe Lonsdale grew up in Sussex, U.K. to blue jeans model Chekkie Maskell and Tony Lonsdale, founder of the 1970s denim retail chain Jean Machine. Originally her godfather Tony O’Gorman’s label, Made in Heaven was popularized when Chloe’s mother began modeling its jeans as part of Jean Machine’s business. After studying fashion design at Central Saint Martins, Chloe discovered a stash of her mother’s classic jeans in the family attic, kindling her entrepreneurial spirit. She decided to rebrand the line for the present-day woman and left her public relations position at Nicole Farhi.
In 2006, Chloe Lonsdale launched MiH as designer and founder for the revived denim company. Drawing inspiration from both Jean Machine and Made in Heaven’s rich archives, Lonsdale focuses on how the denim contours for a snug but comfortable fit using original cuts to create leg-lengthening designs. Signature looks include flared legs, high-waistlines, and rivets. Embroidered on the pack pocket of each pair of jeans is a flying dove logo echoing the brand’s understated sense of style and paying homage to its original muse, Chekkie Maskell.
Since the relaunch of MiH, Lonsdale has expanded her denim line to include basic T-shirts, blouses, knits, and jackets. Having had the experience of creating beautifully tailored denim for women, the designer also turned to bringing Jean Machine back to life as a premium denim brand for men. Lonsdale is also considering growing the label to include footwear, handbags, and homewares.
Today MiH is available in over 40 countries worldwide. The denim collection can also be found at Net-a-porter.com, Nordstrom, Le Bon Marche, Neiman Marcus, and Saks Fifth Avenue. In addition to expanding its U.S. footprint, Lonsdale also plans to grow the brand in Australia, Germany, and Switzerland in 2016. Fans include Jessica Alba, Claudia Schiffer, Emmy Rossum, Anne Hathaway, and Olivia Wilde.
In anticipation of its tenth anniversary, MiH Jeans will again evolve its brand and image for the Spring-Summer 2016 season. Shifting away its 1970s image, the label will instead take on a fresh, contemporary visual identity more fitting for lifestyles of the modern workingwoman.