In the late 1970s and early ’80s, Sasson helped turn designer denim into pop culture — and “Oo La La” was the wink that sealed the deal. More than a slogan, it was an attitude: playful, sexy, a little European, and perfectly in sync with an era that treated jeans as nightlife wear rather than basics.
Sasson’s rise marked a shift in fashion history, when branding, fit, and fantasy mattered as much as function. The company understood that clothes could flirt back — and Oo La La became shorthand for confidence, curve-hugging style, and the thrill of being seen. Queer communities embraced it early, recognizing the joy of performance and self-invention stitched right into the seams.
