Paige's founder on its 70s inspired collection and ramping up UK retail strategy

Paige, the LA-born denim brand, has launched its 70s glamour-infused autumn-winter 2025 collection while mapping out ambitious expansion plans in the UK, which is now one of its most important international markets.

In an exclusive interview with TheIndustry.fashion, co-founder and Creative Director Paige Adams-Geller (pictured), said she "had the best time working with [her] amazing design team to create our Fall 2025 collection," which she describes as "a true celebration of the romantic bohemian spirit, balanced with polished tailoring and refined twists on timeless wardrobe staples."

Drawing inspiration from the free-spirited glamour of the 1970s, the collection blends dreamy florals and paisleys with sharp tailoring and corduroy layers. "You’ll see soft ruffle details, cinched waists, rich textures, and sharp tailoring throughout," Adams-Geller added.

But while the creative direction has a distinctly New York mood, the business is firmly leaning into the UK market. "The UK is an incredibly exciting market for us, and London has quickly become the heartbeat of our international expansion," Adams-Geller said.

The brand’s Duke of York Square store, its first European flagship, has been a strong driver of growth. "This store features the most extensive Paige collection anywhere in the world, offering everything from maternity and petite styles to shoes, accessories, and more," she added.

UK department store partnerships are also proving crucial. "We’re proud that Paige consistently ranks as the number one men’s and women’s brand in our departments at Selfridges, Harrods, and Harvey Nichols," said Adams-Geller. "The UK customer is very fashion-conscious, with a strong appreciation for pieces that blend timeless style with a modern edge. Lately, we’ve seen them gravitate toward our flare and bootcut denim styles, particularly the Laurel Canyon, the Genevieve, and the Manhattan Boot."

Following the successful launch of its first men's and women's concessions at Liberty and Harvey Nichols in London, the brand is looking to build on this momentum by exploring similar opportunities with other key retail partners, not just in London but across the UK. In addition, it's also "actively seeking" new locations for Paige stores across the UK. Watch this space.