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The Fashion Memo

The new denim rules

The timeless fabric is a versatile wardrobe staple

Update the hardest-working section of your closet with our denim trends 101: the latest shapes, standout shades and most in-demand labels


The key cuts and denim trends to know

If you haven’t embraced it already, then you’ll want to get involved with the high-rise, straight-leg jean. Elegant yet effortless – and uniquely suited to the ‘new normal’ – this no-frills style is a fail-safe option, whether you’re WFH or dressing for a day spent in the park with friends. Not for you? The ’90s-style wide-leg jean, with its loose, airy fit, is popping up everywhere, too, and looks brilliantly chic with square-toed sandals. Make sure you go slightly cropped to keep the effect streamlined.

How to style the season's key denim trends

The message this season? Don’t hold back: emerging and established labels alike are encouraging us to wear double denim in innovative new ways. The easiest way to master this high-impact look is by opting for a utilitarian boiler suit by go-to denim label Citizens of Humanity. White washes pop against sun-kissed skin and can be instantly elevated by the addition of barely-there sandals. Alternatively, invest in a few different pieces you can mix and match. GRLFRND’s distressed denim skirt makes for the perfect trans-seasonal look when paired with Agolde’s oversized ivory jacket.

Boiler suits are an effortlessly chic take on the double-denim look
Smart black shades and off-white hues lend themselves to ladylike dressing

The colors to wear now

For denim that offers a touch of elegance after dark, indulge in deep shades of black. Sleek styles by cult labels The Row and Isabel Marant Étoile are the perfect accompaniment to a ‘going out’ top. Alternatively, Andersson Bell’s long-line skirt makes for a ladylike take on the ultimate off-duty fabric. If you want to take a more polished, work-appropriate approach, then take your cues from the New York-based brand Still Here and opt for crisp, clean-lined shapes in off-white denim.

The forward-thinking brands

Creating clothes as sustainably as possible is an ongoing battle, but some denim brands are leading the way. Needle-pushing Swedish label Acne Studios, for example, has created a sustainable denim collection made entirely from in-house deadstock and organic cotton – giving this material a second lease of life, recycling and reducing waste in the process – while labels such as Miaou use upcycled fabrics to create its cult jeans, which are produced in local Los Angeles factories with fair working conditions. Good for the planet, good for your closet.


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