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Jeans are far more than just a simple item of clothing; they are an icon. Originally designed as a work garment, thanks to their strength and innate character, today jeans have become an object of universal worship, timeless, going beyond race, nationality or political and social status, and they can be worn by all women; in any situation. In the 1950s, jeans were the “uniform” of American rebels, going on to become the emblem of the counterculture between the Sixties and Seventies, from the hippie movement to the rock culture, followed by being the must-have garment for the pop culture in the explosive 80s and the tormented grunge idols in the Nineties. Sexy but practical and versatile at the same time: these are just some of the many characteristics that make jeans a kind of second skin, a garment from which no woman can be separated. Every woman has a fit that best enhances her body; she chooses the model that outlines her style, the wash that brings out her personality or which is best suited to the occasion or time of day. Not to mention the fact that jeans themselves have the extraordinary ability to mutate over time, recounting our story and enhancing our beauty and uniqueness. Today, fits for women allow for totally new silhouettes. The focus has shifted from heavy, “real-looking” fabrics to super skinny models made with ultra-stretch fabrics to boyfriend jeans and highly fashionable new fits with accentuated femininity, yet modern and unconventional. Waistlines are higher, enveloping the hips, pockets have been resized and turned outwards, the crotch fits snugly over the lower back, highlighting the buttocks. The legs, straight or wide, are different lengths: cropped, mid-cropped with unfinished edges or extra-long to wear with large turn-ups. The same model can therefore be worn in many different ways, giving a new sense to the “must” of the moment: making what we wear unique and personal.