Calvin Klein, who produced their first pair of jeans in 1977 went on to sell a staggering 15 million pairs in 1981, just four years later. Their provocative adverts with the then 15-year-old Brooke Shields set the tone for the decades that followed. The tagline of one TV spot asked, ‘you know what comes between me and my Calvins? Nothing’, and was duly banned from some of the more uptight TV channels.
Personal expression found another medium in the 1980s with the “designer jean” craze of that decade. It seems you can’t keep a good fabric down, no matter what form it takes. We all remember the ways in which denim was molded onto our bodies and the way that jeans were now worn almost anywhere, including places where they would have been completed banned in previous years (such as upscale restaurants).