Origins: Paige Denim

How did it begin?

Paige Premium Denim was started by Paige Adams-Gellar, a former fit model for denim brands such as Seven for All Mankind, True Religion and Citizens of Humanity. Born in Alaska, the 37-year old suffered from years of anorexia after starting a career in modelling at the age of 16.

After recovering from the disease, Adams-Gellar decided to leave the runway to become a fit model, while also enrolling at UCLA's broadcast journalism programme. For five years, she dabbled in modelling and acting until she met designer Jerome Dahan in 1999, who used Adams-Gellar's frame as the basis for his denim line, Seven for All Mankind. Adams-Geller quickly became the denim industry's top fitting model, booking back-to-back sessions five days a week.

Adams-Gellar's experience with denim inspired her to become a denim consultant for many of her modelling clients.

In 2005, she decided to use her expertise to launch her own line of jeans that had universally flattering fits for women of all shapes and sizes. A maternity line was added last year, along with leather and knits. Paige Premium Denim is now carried by more than 900 stores globally, including Barneys New York and Bloomingdales. Clients can also contact Adams-Gellar directly for denim advice through her website.

The look:

With more than 75 different cuts and washes, denim staples include the Pico for boyish hipless frames, the Robertson for pear-shaped figures, the classic straight-fit Melrose, and the Hidden Hills to hide less-than- flat tummies.