And the Past Decade's Coolest Denim Brand Is… | Who What Wear

By Hannah Almassi

last updated 30 May 2016

Happy 10th Birthday M.i.h Jeans! We remember your fashion birth like it was yesterday: You used to be called Made in Heaven and one of your first key styles—every fashion editor picked up a pair—was called the Marrakesh. These were flares that did wonderful things to your legs, lengthening them to no end while looking super-smart at the same time. It's no wonder insiders and A-listers flocked to the brand to pick up these flattering cuts. But, being British and London-based, we perhaps fell for M.i.h even harder than our Hollywood counterparts, it's just that the likes of Kate Bosworth and Charlize Theron tend to get photographed more than we do…

So, here we are a decade on, and not only is the Marrakesh still a smash hit—that's the power of a perfect-fitting jean, friends—but M.i.h have had countless denim hits since then. It also launched ready-to-wear and is now releasing a capsule line dedicated to its iconic styles from the past decade. It's called Cult Denim, and who could argue? This label has held it's own against global mega-brands and many a denim trend that's come and gone.

"I had a clear idea of what I wanted to achieve when I started M.i.h, but sometimes it takes an anniversary like this to look back and realise that you have not only hit, but superseded all of your goals," founder and CEO, Chloe Lonsdale explained to us.

We've delved back into the archives to dig out the celebrity snaps from the past few years where our favourite girls are indeed looking fly in M.i.h gear. Go through the gallery to see them and shop the Cult Denim collection…

Diane Kruger

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: In 2009 Diane Kruger wore the denim dungaree overalls that spawned a thousand copies. This boilersuit style is now part of the Cult Denim collection.

Kate Bosworth

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Earlier this year, Kate Bosworth showed the potential a little denim dress carries by teaming it with simple tan accessories—a look we'll be copying and pasting now.

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Emma Stone chose a pair of raw-edged cropped flares last year for a night on the town and has inspired us ever since to wear these kind of jeans with pointed black courts.

Florence Welch

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: In 2015, Florence Welch proved that the boho look won't be going anywhere soon—just how flattering are those flares with stacked platforms?

Related: 10 Fascinating Things You Never Knew About Denim

Keira Knightley

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: August 2009 and Keira Knightley's looking oh so cool in her Berlin jeans—a style that's also been put into the anniversary collection so you can enjoy it all over again.

Liv Tyler

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Liv Tyler made the NYC streets a rather chic place last year in these cropped black culottes with a printed blouse and simple flats.

Lupita Nyong'o

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Lupita Nyong'o gave her winter 2015 look a little texture via these leather-finish skinnies set against a snuggly cape.

Kate Bosworth, Again

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: So K-Bo is definitely one of M.i.h.'s leading ladies. This white jean moment was back in 2009. Can you believe it?

Taylor Swift

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: We all know Taylor Swift likes a short pair of shorts, but these are particularly sassy from M.i.h. worn on a sunny day in December 2014!

Related: The Bodysuit and Jeans Formula Everyone's Trying Out for Size

Gwyneth Paltrow

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: It was 2014, and Gwyneth Paltrow wore baby pink sunglasses with her biker jacket and skinny jeans rock-chick look.

Charlize Theron

(Image credit: Courtesy of M.i.h Jeans)

Style Notes: Charlize Theron made jaw drops around the globe when she looked seriously smokin' hot in this relaxed boilersuit in 2013.

Shop our picks:

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Boiler Suit

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Hannah Almassi is the Editor in Chief of Who What Wear UK. She joined in 2015 when she launched the UK sister site following a seven-year tenure at Grazia magazine as fashion news and features editor. With experience in print and digital across fashion and beauty, Hannah has over 18 years of experience as a journalist, editor and content strategist. Her opinion has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com and she is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.