LUXE Serendipity magazine

By Donna Richardson

I am Denim is transforming the fashion landscape for women with a revolutionary approach to jeans that embraces all shapes and sizes while prioritising comfort for tummies and scars.

Recently, the Princess of Wales – Kate Middleton – stepped out in I am Denim’s stunning jeans. In doing so, she established a powerful connection to founder Sophie Cooper’s heritage, rooted in her grandmother’s legacy of royal embroidery. Indeed, a golden thread connects two stories as her grandmother also helped to make HRH Queen Elizabeth II’s wedding dress. Furthermore, a recent collaboration for I am Denim with Hand and Lock sews up another royal connection.

Designed in Britain and created after the founders own life-saving surgery, the jeans feature hidden adjustable waistbands, tender tummy technology and built in bellybands and are helping women feel confident and comfortable in denim.

I Am Denim has been featured in Vogue, HELLO!, OK!, Grazia, Daily Express, and The Mirror, and Simon Squibb’s best-selling book What’s Your Dream?

Sophie said: “”My brand, I Am Denim, was built on the belief that clothes should make people feel seen, confident, and proud of who they are and I wanted to share the story behind the most meaningful collaboration not just as a designer and brand owner, but as a granddaughter.

“I am so proud to be launching a special collaboration with Hand & Lock, embroiderers to the Royal Family, that worked on Her Majesty The Queen’s wedding dress.

“Why this matters to me? My grandmother was part of that legacy. She worked on the Queen’s wedding gown in 1947 embroidering over 10,000 seed pearls onto the dress.

“Growing up, I didn’t realise the significance of that but when I discovered it years later while building I Am Denim, it stopped me in my tracks. That stitchwork, that craftsmanship it runs in my blood.

“My recent collaboration with Hand & Lock isn’t just about embroidery. It’s a full-circle moment. It’s about honouring the women who came before me, who made things with their hands so others could feel beautiful and it reflects our mission as a brand to honour the beauty in every body, every story, and every stitch.

Sophie embarked on her fashion designing journey after enduring life-saving bowel surgery due to Crohn’s Disease, which left her with a painful scar.

“After my surgery, I sat on the edge of the bed, convinced I would never fit into a pair of jeans again,” she recalled, deeply aware of the feelings of exclusion that surrounded her.

Driven by the desire to address these challenges faced by countless women, she passionately created a line of jeans that champions inclusivity and versatility, easily dressed up or down.

Reviews from customers are saying they’re life changing for those that thought they’d never wear jeans again.

“These jeans, while looking effortlessly stylish, embody innovative technology and thoughtful design that cater to individuals who have undergone stomach surgeries, C-sections, or who experience bloating and tenderness related to conditions like endometriosis, adenomyosis or menopause.

When Kate Middleton stepped out in these exquisite jeans, it marked a harmonious blend of Sophie’s modern vision with her grandmother’s history of creating breathtaking garments for royalty.

Adorned with a beautiful crown on the pocket and intricate detailing within the waistband, these jeans celebrate the body in all its forms.

“Every woman is worthy, regardless of her journey,” Sophie passionately asserted, underscoring the empowering affirmations woven into the fabric.

Each morning, as women slip into these jeans, they are reminded of their inherent beauty, offering a vital surge of confidence to embrace the day ahead.

The heartfelt stories Sophie receives from women whose lives have been transformed by her jeans ignite her mission. One woman faced the challenge after stoma surgery, fearing she could only wear loose clothing, but found renewed joy and confidence in her jeans.

“My goal is to make a meaningful difference in how individuals feel when they get dressed,” she expressed, reflecting the brand’s commitment to purpose-driven fashion. The moment Kate Middleton embraced these jeans resonates deeply for Sophie, who admires the strength both women share in overcoming adversity.

“It sends a powerful message that you can radiate beauty even after enduring the toughest challenges,” she noted, aspiring to cultivate a movement that empowers women to express their authentic selves.

Uniquely, I am Denim’s jeans feature a built-in belly band that delivers unmatched comfort for those recovering from surgery, while also providing stylish alternatives for men.

The innovative waistband is designed to be gentle on scars and features antibacterial properties to protect fresh scars from infection.

Crafted from soft, breathable, moisture-wicking fabric source. Furthermore, these jeans cater to women navigating “mum tums,” offering the same comfort as leggings alongside the chic appearance of classic denim.

Furthermore, made from material from Italy, these jeans promise unparalleled comfort, inviting wearers to embrace each day filled with confidence and style.

Find out more here.