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november 10, 2009

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Social intelligence

jean genie

January 22, 2008  11:51 am

Mfg

Since Francois Girbaud considers himself a sort of artist of denim (he’s quick to point out his invention of the stone wash), it only makes sense that he would use the top floor of the New Museum to fête his Fall 2008 Legend collection, which he hopes will help solidify his re-entrance into the U.S. premium denim market. “People forgot Girbaud because we were not in contact with this New York crowd,” he said, gesturing to the group around him, which included downtown artist Ryan McGinness. “But we have the product now.” They’ll also have the cool, points-boosting imagery to go along with it, once the Ryan McGinley-shot advertisements for their most recent line, Le Jean de Marithé François Girbaud, hit magazines in March.

—Katie Hintz

Photo: Courtesy of Marithé François Girbaud

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