It’s all in the jeans
Local Chelsea girl and boss of Made in Heaven, Chloe Lonsdale comes from a family dynasty where success is their middle name. Nina Cuthbert went to meet the girl who turned her genes into jeans
Above: Chloe Lonsdale
Chloe Lonsdale has a delicate look about her and with her big blue eyes and hair tied back, she has the physique of a young ballet dancer. And this is what is quite so incredible, that someone who appears so petite and unassuming could actually be a shrewd businesswoman and way ahead of her tender age of 28. As head of Made in Heaven jeans, Chloe asks me to meet at her warehouse on Lots Road which couldn’t set the scene better. Shelves adorn the walls from floor to ceiling, each of which is piled high with immaculately folded jeans in various shades of blue.
‘We are the original British denim label and sadly one of very few,’ she says. ‘In a market dominated by America, that offers jeans with western, rock’n’roll styling with low-slung hips, our jeans are the complete antidote. They are clean, smart and sophisticated – something some people would not normally associate with denim.’
Gone are the days when you had to get a pair of red tab Levi 501s to be considered cool. Jeans are probably the most worn trouser the world over and for women, the styles are endless. It may have taken a few celebrity paps to show that skinny, cropped, flared, or bright-coloured are all acceptable in today’s fashion climate – but it has helped open up the market to the point where designers and high street stores vy for customers in the jeans department.
Made in Heaven was initially started in the late Sixties by Chloe’s godfather, Tony O’Gorman; the jeans modelled by her mother, Chekkie Lonsdale (née Maskell). As well as this, her father, Tony Lonsdale, began the Jean Machine – a jeans emporium that made its name in the same decade. ‘I grew up surrounded by denim,’ Chloe says. ‘When I decided I wanted to work in fashion and run my own business, it made sense to revive the label that had been out of production for 25 years. It has such a wonderful heritage and I gain so much inspiration from the original pieces.’ Original is most definitely a word to describe Chloe and her personality is shown through the warehouse itself. One entire wall is covered with images of her mother modelling, her father back in the day, as well as clippings from numerous magazines and newspapers. It seems that her family are truly at the heart of this business and it is evident on every pair of jeans – the tag being a photo of her parents. ‘They giggle about it on occasion. And I know that secretly, my mum loves it…’
The area of Chelsea has contributed greatly to the brand, being the place where it was initially founded. ‘My father’s first store was here and Chelsea was the birthplace of London’s biggest fashion scene,’ she says. ‘My memories are of special shopping expeditions along the King’s Road with my mother as a child. I especially liked The Garage, which, at one point, was the place to shop. Today it has become far more commercial but I still feel it is an area full of creativity and the most appropriate place to have our HQ.’
And an HQ it really is. ‘I desperately needed a new office to expand into during the summer of 2006 and often spend weekends trawling the old auction house at the entrance to Chelsea Harbour,’ Chloe says. ‘It was on one of these days I drove past a warehouse that was boarded up – and for a reason. It was a mess – no water, no electricity, dirt floors, blocked up windows – you name it. But I knew from the minute I walked in through the 20ft-high sliding wooden doors that this was where it had to be.’ Chloe roped in friends and family to help her bring the project to fruition and the result is an incredibly unique space that for want of a better phrase, is too cool for school.
For the first time this year, Chloe exhibited Made in Heaven at September’s London Fashion Week – a prestigious event in anyone’s book. ‘I had no idea what to expect from fashion week as the business has never shown at a trade fair before. It was a great privilege to be invited and in four days we took on so many new accounts that it was a dream come true.’ With the likes of Sienna Miller and Scarlett Johansson wearing Made in Heaven jeans already, it seems that appearances at fashion weeks will only increase the amount of notable types donning the brand. ‘Celebrities do matter where sales are concerned as they can bring smaller labels so much invaluable publicity. But because our jeans are so understated with the logo, it is often hard to show in a picture that they are ours!’ All you need do is check the rear right hand pocket for an embroidered flying dove to be sure.
Made in Heaven, metaphorically speaking, does exactly what it says on the tin. I hate trying on jeans but Made in Heaven is a different experience altogether. For starters, I have never had anyone looking at my ample behind and know exactly which size will fit me like a glove. Chloe and her team seriously know their stuff (to the extent that it borders on the paranormal – I’m sure they could run a clairvoyant parlour on the side).
As an endnote, Made in Heaven jeans are stocked in various shops and boutiques all over London, but one place in particular, in the heart of Chelsea, is an absolute must-visit destination. Recently celebrating a year in business, Donna Ida is a hidden gem just round the corner from Sloane Square on Draycott Avenue. Owner Donna is a young Australian who fell in love with London and decided to set up shop in the Royal Borough and is adamant that buying jeans is a good experience. Should you drop in to see her, that is exactly what you will get – as well as the added bonus of meeting Romeo the Chihuahua. You want original? You’ve definitely got it here.
Made in Heaven, 020 7349 9030
www.mih-jeans.com
Donna Ida, 106 Draycott Avenue, SW3, 020 7225 3816, www.donnaida.com