Denim is the most worn fabric on earth and also, arguably, the least considered. You buy it, you wear it, and you forget about it. The king of cling would disagree. Alaïa, the house whose founder Azzedine Alaïa earned that nickname for his unrelenting obsession with how clothing holds the body, has spent a year making the case that denim deserves better, and as a result, Alaïa Denim has launched TODAY.

Exclusively across its retail network, with the kind of backstory most brands reserve for couture. Japanese fabrication, indigo rope-dyed for depth that deepens rather than fades, and treatments applied by hand, by laser, and by eye. All in service of the idea that denim, when taken seriously, is not casual at all.

Photographed by Sam Rock on model Mona Tougaard, the campaign introduces all six silhouettes. The Bootcut, in deep-sea blue, is fitted through the hip and thigh with a flare that opens from the knee, finished with curved front pockets and patch pockets at the back. Working from the same foundation but pulling back on the volume, the Fit and Flare takes that principle in a more contained direction, sand-washed denim cut close to the body and released only at the hem, ankle-length.

Courtesy of Alaïa

Moving away from the fitted silhouettes entirely, the Palazzo, in dock blue, is structured differently from the hip down, wide and straight-legged, with a fluid volume that runs uninterrupted to the floor. The Round style shifts the emphasis to shape rather than length, constructed in hand-sanded denim with an arched silhouette that sits wide at the hip and extends to a maxi length. Where the Round expands, the Skinny contracts, light dock blue cut close to the body from hip to ankle with no interruption in the line.

The sixth and final silhouette, the Straight, in vintage blue, drops from the hip without tapering, with curved front pockets and patch pockets at the back, the most reduced and utilitarian of the line. Available now exclusively at maison-alaia.com boutiques worldwide.