HUDSON JEANS TAPS DANIELLE AND ALIX AS IN-HOUSE STYLISTS

The stylist duo is joining the premium denim brand ahead of its spring 2026 collection launch.

Celebrity stylists Danielle O’Connell and Alix Gropper are stepping into a new role.

Ahead of Hudson’s spring 2026 collection launch, the two are continuing their partnership with the brand and have joined the company as in-house stylists.

“Hudson is a true heritage brand and a household name in denim, which immediately felt meaningful to us,” O’Connell and Gropper told Fairchild Studio. “Stepping into the role of in-house stylists allows us to bring our Danielle and Alix perspective to Hudson in a more intentional way, reimagining how denim is styled and worn while honoring the brand’s iconic foundation. It feels like a true partnership built on shared values, creativity, and a love for timeless, well-made denim.”

Peggi Jewell, vice president and brand division head at Hudson, shared that with Brandon Williams, creative architect at Hudson, the company has been elevated under his style direction. She said that Danielle and Alix are aligned with Williams’ vision and will be “giving a fresh point of view for our women’s customer,” which has already been successful in the menswear category.

“While Danielle and Alix have a broad range of expertise from VIPs, editorial, and campaign photo shoots, that was not the only draw,” explained Jewell. “In our initial discussions, Danielle and Alix talked about finding that perfect balance between masculine and feminine energy in their personal styling. That aligned with Hudson’s DNA, which we think sets us apart from other brands. We also saw their positive response to the product. We feel good about putting our product in their hands to help us deliver a compelling point of view and invite our Hudson women’s customers to explore our collection through a new lens.”

Denim is arguably the most essential piece of everyone’s wardrobe, the duo said. But it’s the hardest to get right. Jeans can be transformative when wash, makeup, vintage feel, silhouette, and fit come together. And with an attention to nuance, they said it’s how Hudson sets itself apart.

“Hudson consistently delivers denim that feels lived-in yet elevated, modern yet timeless pieces that form the foundation of a wardrobe rather than following fleeting trends,” continued O’Connell and Gropper. “This aligns directly with our styling philosophy of investing in versatile, well-made staples that feel personal and effortless — and can be worn countless ways.”

As Hudson heads into its 25th anniversary next year, it is acutely conscious that customers may have forgotten about the brand and that the next generation isn’t aware of its existence.

“This partnership is just one way we are stepping up to remind consumers that we are better than they remember. In meeting with Danielle and Alix, their own style, which can be described as ‘tomboy fem,’ really resonated with us, and who better to help us tell this story as we build up to our 25-year anniversary,” said Jewell.

The styling duo has a wide roster of talent, including Lindsay Lohan, model Jasmine Sanders, Danielle Jonas, social media star Alix Earle, Sophia Culpo, model Charly Jordan, television personality Amanda Batula and sports commentator Kay Adams – and they have already incorporated Hudson into their client looks.

For the next phase of the partnership between the stylists and denim brand, Danielle and Alix will be creating video content that will be used to engage customers through digital and social media, and e-commerce, with curated styling for an edit campaign and other interactive marketing initiatives in the fall.

With Hudson’s robust digital platform, Jewell said that video content plays an essential role to help point consumers to details and outfits from the brand. She said that by partnering with Danielle and Alix, the brand is simplifying the shopping experience for consumers by helping them determine what to buy and how to wear Hudson.

“Connecting with customers through video content and curated edits gives us the chance to show that duality in motion. We love breaking down how to style denim in ways that feel personal and lived-in, polished and effortlessly cool. Through these moments, we can share our Danielle and Alix perspective, break down how to wear and style key pieces, and help consumers feel confident and excited about building their wardrobe. It’s about making denim feel approachable, personal, and aspirational all at once,” concluded O’Connell and Gropper.

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