"It" Jeans

Believe it or not, they're Levi's. According to WWD.com, New York-based company Brand Keys revealed the denim results of its Customer Loyalty Engagement Index study and the 154-year-old company came out on top. The brand, with bragging rights as the first women's jeans to appear in Vogue, launches a new style: Curvy Bootcut 528, next month. Made for bootylicious bodies, the new style promises to hug your curves in all the right places.
Number two on the denim devotion list was Lilo-approved Joe's Jeans. In just six years the company has garnered more fans than the much-hyped Seven and Rock & Republic brands.
Photo: Levi's Curvy Bootcut 528

"It" Scent

Hermès Kelly Caleche
Named after the iconic Princess of Monaco, the Hermès Kelly is the original "It" bag. Of course its price tag, which ranges between $5,000 and $50,000, makes it pretty unattainable. But this August, you can exude the sophistication and charm of an Hermès princess with the company's new scent. The original Caleche scent launched in 1961, with notes of iris, tuberose, orange blossom and rose. Kelly Caleche, a floral leather fragrance featuring the Kelly bag's clasp on the band around the neck of the bottle, gets an update with mimosa and climbing rose. And with 100 mL at $126, Kelly Caleche is accessible elegance in a bottle.

"It" Site

Yep, you guessed it! It's The "It" Book again. People all over the world are checking out the hottest new fashion and beauty blog! Current events site, News on Japan, even linked to us yesterday in a story about parasols for the ozone-depleted country.
"Now even beauty editor and style writer from not so warm and sunny Toronto, Canada has proclaimed in her The "It" Book blog that Japanese parasols are becoming popular in the West."

"It" Art

Coca Cola
Whether you're a pop princess or water baby, you can't deny the pop culture importance of the iconic Coke brand. The new Coke museum in Atlanta, Georgia, opened last week featuring 30 of Andy Warhol's Coke paintings, pencil sketches and screen prints. The two-storey museum includes the "Happiness Factory Theatre," where visitors can preview the magic that goes into each bottle, and the "Taste It" centre, where 70 different products can be sampled.
On a recent trip to Cuba, I got a glimpse of just how global the brand really is. Check out the coke baseball cap and faux camera at a market in Varadero!

"It" Accessory

The Sun Umbrella
Yes, it sounds nerdy but milky-skinned girls in Japan have been carrying parasols to protect their complexions for years. And judging from Gwen Stefani's Harajuku love and Marc Jacob's Spring 2007 collection for Louis Vuitton, inspired by Tokyo fashion, quirky Japanese trends are travelling West. Even Style.com had a Kerry Cassill UV-protection umbrella in their feature on summer's most wanted. This summer, while listening to Rihanna's latest hit (aptly named "Umbrella," if you haven't heard it yet) expect to see trend setters toting their own shade makers.