And the Past Decade's Coolest Denim Brand Is…

Hannah Almassi
By
last updated
in Features

Happy 10th Birthday M.i.h Jeans! We remember your fashion birth like it was yesterday: You used to be called Made in Heaven and one of your first key styles—every fashion editor picked up a pair—was called the Marrakesh. These were flares that did wonderful things to your legs, lengthening them to no end while looking super-smart at the same time. It's no wonder insiders and A-listers flocked to the brand to pick up these flattering cuts. But, being British and London-based, we perhaps fell for M.i.h even harder than our Hollywood counterparts, it's just that the likes of Kate Bosworth and Charlize Theron tend to get photographed more than we do…

So, here we are a decade on, and not only is the Marrakesh still a smash hit—that's the power of a perfect-fitting jean, friends—but M.i.h have had countless denim hits since then. It also launched ready-to-wear and is now releasing a capsule line dedicated to its iconic styles from the past decade. It's called Cult Denim, and who could argue? This label has held it's own against global mega-brands and many a denim trend that's come and gone. 

"I had a clear idea of what I wanted to achieve when I started M.i.h, but sometimes it takes an anniversary like this to look back and realise that you have not only hit, but superseded all of your goals," founder and CEO, Chloe Lonsdale explained to us. 

We've delved back into the archives to dig out the celebrity snaps from the past few years where our favourite girls are indeed looking fly in M.i.h gear. Go through the gallery to see them and shop the Cult Denim collection…

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Diane Kruger
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: In 2009 Diane Kruger wore the denim dungaree overalls that spawned a thousand copies. This boilersuit style is now part of the Cult Denim collection.

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Kate Bosworth
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Earlier this year, Kate Bosworth showed the potential a little denim dress carries by teaming it with simple tan accessories—a look we'll be copying and pasting now.

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(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Emma Stone chose a pair of raw-edged cropped flares last year for a night on the town and has inspired us ever since to wear these kind of jeans with pointed black courts.

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Florence Welch
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: In 2015, Florence Welch proved that the boho look won't be going anywhere soon—just how flattering are those flares with stacked platforms?

Related: 10 Fascinating Things You Never Knew About Denim

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Keira Knightley
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: August 2009 and Keira Knightley's looking oh so cool in her Berlin jeans—a style that's also been put into the anniversary collection so you can enjoy it all over again.

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Liv Tyler
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Liv Tyler made the NYC streets a rather chic place last year in these cropped black culottes with a printed blouse and simple flats.

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Lupita Nyong'o
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Lupita Nyong'o gave her winter 2015 look a little texture via these leather-finish skinnies set against a snuggly cape.

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Kate Bosworth, Again
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: So K-Bo is definitely one of M.i.h.'s leading ladies. This white jean moment was back in 2009. Can you believe it?

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Taylor Swift
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: We all know Taylor Swift likes a short pair of shorts, but these are particularly sassy from M.i.h. worn on a sunny day in December 2014!

Related: The Bodysuit and Jeans Formula Everyone's Trying Out for Size

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Gwyneth Paltrow
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: It was 2014, and Gwyneth Paltrow wore baby pink sunglasses with her biker jacket and skinny jeans rock-chick look.

can-you-guess-which-denim-brand-has-been-the-coolest-for-a-whole-decade-1757375-1462377369

Charlize Theron
(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Charlize Theron made jaw drops around the globe when she looked seriously smokin' hot in this relaxed boilersuit in 2013.

Shop our picks:

M.i.h Jeans + Boiler Suit
M.i.h Jeans
Boiler Suit

M.i.h Jeans + 70s Denim Dress
M.i.h Jeans
70s Denim Dress

M.i.h Jeans + Berlin Jeans
M.i.h Jeans
Berlin Jeans

M.i.h Jeans + Dix Flared Dungarees
M.i.h Jeans
Dix Flared Dungarees

Explore More:
Hannah Almassi
Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.

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