The 1950s was when denim gained its first association of sex appeal, becoming a staple in rebellious anti-establishment youth of the likes of Marlon Brando and James Dean. As the decades passed, denim stayed loyal to this group of rebels, evolving with their causes. The '60s and 70's rebels, also known as hippies, wore jeans in protest to show support for the working class, and feminists of this time wore them to demonstrate gender equality. Denim's ties to counterculture were so strong than many high schools began to ban the style, causing the popularity to skyrocket.
"Nothing Comes Between Me and My Calvin's." Denim in high fashion took o after this scandalous commercial for the time went live, featuring a young Brooke Sheilds modeling Calvin Klein Jeans. With another decade starting, the blue jean is found in a new wave of sex appeal, with other ads from Guess. featuring model Claudia Schier adding to its seduction. Calvin Klein was the first to show blue jeans on the runway, with other designers to follow in the 90s such as Versace, Dolce &. Gabbana and Dior. From the runway to the red carpet, It wasn't long before Hollywood again added their mark on the latest styles of denim.