Celebrity stylists have long been the masterminds behind some of the most iconic looks in pop culture. Now, more than ever, they’re stepping out from behind the scenes and into the spotlight—sharing their insider expertise, trend insights, and style secrets directly with everyday consumers.
Hudson has long understood the power of great styling. This spring, the premium denim brand is deepening its partnership with Danielle O’Connell and Alix Gropper. In addition to including Hudson products into their clients’ looks, the styling duo is producing video content for the brand—showcasing how women can dress jeans up and down for a range of occasions.
Related Stories
With a client roster that includes Lindsay Lohan, Alix Earle, Sophia Culpo and more, O’Connell and Gropper are well-versed in tailoring their approach to a wide range of personal styles and occasions. What differentiates their partnership with Hudson is how the stylists have been able to step inside the world of Hudson and bring their point of view to life across numerous touch points. Rather than collaborating on a finished product, Gropper said their able to “really interpret the product and give the ‘Danielle and Alix twist’ to it.”
“Through the content, our own styling, the clients—the breadth of the partnership—we’re able to really make it our own and create a full storyline,” she told SJ Denim.
And they’re having fun in the process, reimagining a brand they recall wearing as kids.
Hudson will mark its 25th anniversary next year—a milestone that arrives at a moment when many Y2K-born brands are diving deep into their archives. But rather than highlight past hits, O’Connell and Gropper are taking a more considered approach to their storytelling. They’re honoring the brand’s nostalgic signatures—like the iconic flap back pockets and bootcuts, both of which Gropper notes are resonating strongly with Gen Z—while reimagining modern baggy and oversized fits through their distinct “tomboy femme” lens.
The aesthetic, she added, balances masculine and feminine designs. Think a baggy jean with a higher heel or a fitted top, or vice versa like styling a bootcut jean with a chunky boot.
“That’s kind of our style. And I feel like we’re such a denim-on-denim girls, that’s our tried-and-true our daily uniform,” Gropper said. “So now leaning more into Hudson’s pieces and finding ways to make that our own has been really fun and an organic extension of our brand.”
Denim is the starting point for the stylists, who have 36.9K followers on their shared Instagram account @danielleandalix
“It’s a really intimate process with our clients,” O’Connell said. “Most of the time, they’re struggling with their style. They’re showing us their existing wardrobe. And the first thing we do is we go through denim—the foundation of everyone’s everyday wardrobe.”
Through their work with clients of all shapes, sizes, and ages, O’Connell and Gropper have developed a sharp understanding of what truly works for different body types. Sometimes that means steering someone toward a brand specifically designed for their proportions. Other times, it’s about introducing them to a label like Hudson—one that delivers a wide range of fits and washes without ever compromising on quality.
“There’s really something for everyone…They get all the right ingredients for what makes a pair of denim great,” O’Connell said.
As Hudson’s in-house stylists, O’Connell and Gropper are intent on making the brand’s expansive assortment feel approachable—leveraging video content to guide customers through it. While Gen Z may naturally gravitate toward baggier silhouettes, shoppers from other generations can be more hesitant to try styles like the Bailey or Courtney barrel jeans. “We’re showing them how we style it and build out their wardrobe to make getting ready every day super easy,” O’Connell said.
Beyond denim, they’re also spotlighting Hudson’s broader categories—T-shirts and outerwear—to demonstrate how to build fully realized looks from head to toe. And they’re not just offering advice; they’re putting the pieces to the test themselves, wear-testing the collection and taking note of what resonates most with their friends and family.
“We really know the denim forward and backwards,” Gropper said
