What really goes on behind the scenes? Industry experts share their knowledge

Chloe Lonsdale, the creative director behind Made in Heaven, or MiH as the denim brand is affectionately known, understands how many of us see jeans as a second skin, and accordingly, offers cuts from boyfriend to skinny, with flares in between, in great fits and want-them-now washes season after season. We spoke to her to try and tap the secret of designing or finding the perfect jeans.

What makes the perfect pair of jeans? 
Something that fits like a glove makes you feel great. Jeans go with anything so they're like an extension of you.

What are the main differences to consider when designing men’s and women’s lines?
For women we try to offer more directional silhouettes and seasonal washes that reflect the current fashion climate whereas men like understated designs and small detail. 

What your top tip for shopping denim online?
Good sites have good sizing guides, so look at them carefully and look at size and height of the model if it tells you and you can compare how that means they'd fit on you. If a model is 5'10” and you’re 5'6” you know they'll be longer on you. Also never worry about buying jeans in 'your size' as different fabrics mean sizes will vary a lot. Try jeans on without looking at the size, and keep the ones that fit you best.

Which designs are you most proud of?
Always the most recent. I always feel like we come so far as a brand every season. 

What would be your top bit of advice to someone starting a label?
You have to believe in your vision and be clear of what it is. It's easy to second guess yourself and let naysayers deter you, but if you stick to your passion, success will come. 

How many pairs of jeans do you think you own?
Over the years I've owned hundreds ! At any one time only though, probably only 10-15 . I'm good at focussing on the fits I love and making a good edit. If they're old and lovely I'll store them, but otherwise, they're in the bin.