Not Your Daughter's Jeans fashion show

"Not Your Daughter's Jeans" denim label premiered in Parnell's Juice Bar last night with a catwalk fashion show modelling the world's most flattering jeans.

Models from August Models and Talent, not in need of any figure-helping denim, walked in the newly-opened Juice Bar at the Windsor Castle in Parnell Road. Guests were given VnC ready made vodka cocktails on entry- we liked the Pacific Maitai but found the strawberry daiquiri was super-sweet - and a playing card for a prize draw to win a pair of jeans.

Host Shavaughn Ruakere MCd the evening wearing white NYDJ jeans -that of course the super tall and slim television personality doesn't need to make her bum look good- but she convinced the crowd that we could look as good as she does by donning a pair. "I'm always too scared to wear white jeans cos you know girls- we like black all over - but how does my ass look?" she asked.

A phenomenal best-selling hit in the US, the label has a new brand "NYDJ" to appeal to the younger market, who may be perhaps put off by the "daughter's jeans" bit, if they are daughters themselves and don't identify with the "mum's jeans" connotation so much. NYDJ is a bit cooler and almost sounds like it has "New York" in its title, like Donna Karan's diffusion label DKNY does.

US sisters Leslie and Lisa Rudes-Sandel started Not Your Daughter's Jeans in 2003, making denim with 4 percent Lycra in the denim, instead of the usual 2 percent. The "tummy tuck' jeans are promoted as performing the holy trinity of women's wants: to flatten your tummy, lift your butt and allow you to wear one size smaller.

The jeans come in not only the flattering dark denim straight leg but a myriad of jewel hues and cropped lengths for summer.

NYDJ for evening in black with bling pocket detailing, also showing up on some jeans down side seams of legs.

Straight-leg white jeans. All the tops in the show were from Ball Agencies' imported labels and New Zealand label, Rouge.

Clarke Gayford DJs at the fashion show.



Anna Jobz, Clarke Gayford and Shavaughn Ruakere.

Ball Agencies Ltd owner Nick Ball with Shavaughn.

Megan Robinson, 4 November 2009
Photography Kevin Robinson