News Article

Good Jeans

Bono and Posh Spice shill for new boutique jeans -- The musicians are heavily involved in promoting the designer denims

Jeans and rock n' roll go together like, well, guitar players and groupies. So why not take it a step further? Two pop stars — U2's Bono and former Spice Girl Victoria ''Posh Spice'' Beckham — are getting behind a pair of boutique jeans collections. Posh (once the face of Damon Dash's Rocawear) is trading ghettofab glamour for heavy metal hip as a designer for L.A.'s sassy Rock & Republic label, while Bono will lend his celeb cred to fancy pants makers Rogan.

''Designing is something I've been interested in longer than singing — way before the Spice Girls,'' says Beckham, (yeah, we get it, Posh) who is teaming up with the label's designer Michael Ball. ''I would only put my name on something that I would wear myself and I want to be very, very involved.'' The jeans, skirts, and knits ($180 to $300) will hit Bloomingdale's, Saks, and Bergdorf Goodman in February.

Bono, on the other hand, is leaving the designing to the missus — wife Ali Hewson — but will take time out from saving the world to promote her fashion line from Rogan, called EDUN (nude backward). The collection, slated for 2005, features everything from casual jeans to more, ahem, posh fare. But the sweetest thing about it? The designs are made using eco-friendly materials and processes. That Bono — even when he's shilling, he cares.

Originally posted Nov 12, 2004 Published in issue #792 Nov 12, 2004 Order article reprints