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The Formula For Perfect Denim

Shop Denim

Great denim is the cornerstone of every modern wardrobe, so we’re marking the start of the Spring 2025 season with a major expansion of our Denim Lab. We’re rethinking everything through our intelligent design lens, from jeans in flattering new cuts and washes, to dresses, jumpsuits + jackets. 

Learn more about just how much we love denim in our Denim Deep Dive editorial.

ICON JEANS

The key to the perfect jeans lies in the cut and the wash, two things that we put a lot of thought into throughout the design process. They’ve got to be shaped in a way that’s flattering, while being versatile enough to look good with flats and heels.

SUPER SOFT EXTREME TAPERED JEAN

+ New wash: Summer Blue. A light blue shade that literally goes with everything. 

+ Super soft feel. This jean undergoes a natural enzyme washing process to achieve the light color, authentic washed look and a super-soft feel.

+ Strategic seams. Darted seams at the knee and panelled sides create the distinctive curved-leg silhouette and just the right amount of slouch. 

+ Perfectly placed pockets. Front pockets are placed forwards to create a smooth fit over the hips. Back pockets are generously sized to fit a phone. 

+ Authentic fading. A lazer technique is used to create the whiskered fading, this avoids high water consumption associated with conventional methods.

EXTREME TAPERED JEAN

+ New wash: Toffee. A breakaway from classic blue-wash styles, the soft brown toffee hue offers a fresh take on neutrals. The dye is applied to the denim fabric before they’re cut and sewn into shape.

+ Authentic fading. After sewing the garments, the jean is washed down to achieve the softer color and fading along the seams for an authentic, lived-in look. 

+ Relaxed, extreme tapered leg. Curved outer seams and tapered hems create the covetable extreme tapered fit.  

+ Complementing hardware. Dark bronze-tone logo-embossed buttons and rivet hardware complements the warm color.

PATCH POCKET ENGINEERED JEAN

+ Wash choice. Available in mid and a dark blue wash for ultimate transeasonal versatility.

+ Whiskered fading. Whisker-effect fading across the thighs emulates the natural shape of authentic creasing and is achieved using a lazer technique that has a lower environmental impact than traditional techniques.

+ Darted knees. The darted seams at the knees help create a subtle, flattering curved leg. 

+ Patch pockets. Expertly placed patch pockets on the front and back offer practical storage solutions and a workwear flair. 

+ Cropped hem. The slightly cropped hem is designed to hit just above your shoes for a clean leg shape that works with flats or heels alike. 

CONTEMPORARY FEMININE

It’s not all about jeans. In fact, opting for an everyday staple reimagined in denim is the ultimate way to refresh your week-to-weekend rotation. This season we’ve got new iterations of the denim dress across three key styles.

DENIM MINI DRESS + BELT

+ Contoured seams. Panelled vertical seams down the bodice have a streamlining effect that draws the dress’s shape in at the softly fitted waist. 

+ Adjustable neckline. Choose anywhere between full coverage and a deep V thanks to the bronze-toned zip. 

+ Angled slip pockets. Cleverly positioned and shaped, angled pockets highlight the flared A-line skirt and create a clean hip-skimming silhouette. 

+ Bracelet-length sleeves. Coverage without the commitment of a full-length sleeve and the option to keep jewellery on display. 

+ Detachable belt. Choose between a breezy shape or a defined waist. 

+ Balanced shape. The soft volume in the sleeves complements the clean-cut A-line skirt, while also providing balanced coverage that can be styled throughout the seasons.

DENIM UTILITY MIDI DRESS + BELT

+ Capped sleeves. A clever balance between sleeveless and short-sleeved. The cap sleeves offer slightly more coverage and work just as well layered over shirting. 

+ Angled patch pockets. Placed in front of the hips for a bulk-free silhouette, the angled patch pockets offer both practicality and a utilitarian edge. 

+ Concealed fastening. Concealed buttons enhanced the clean-lined midi fit. 

+ Optional belt. Choose a cinched-in waist or a streamlined column silhouette.

+ Rounded split hem. Side slits provide more room to move while softened corners create a rounded hemline.

WASHED DENIM MIDI DRESS

+ Ecru denim. Undyed denim in its natural soft neutral shade. 

+ Contrast topstitching. Classic tobacco topstitching adds dimension and structure to the relaxed silhouette. 

+ Customisable neckline. Create your preferred neckline from full coverage to a deep V. 

+ Feminine frills. Ruffles around the collar and trimming the cuffs add a subtle dose of femininity. 

+ Dropped waist. The relaxed fit and dropped waist adds a nonchalant, contemporary edge.

DENIM JACKET, REIMAGINED

A denim jacket or overshirt is a staple for throwing over a T-shirt on in-between weather days, creating a bold double denim look or adding a casual edge alongside sharp tailoring.

THE AUTHENTIC DENIM FOREVER SHIRT

+ Authentic vintage wash. The classic blue shade is a go-with-everything choice. 

+ Deliberate fading. Cleverly placed fading along the seams gives the look of a vintage piece. 

+ Pocket outlines. Darker watch patches on the chest are designed to look like torn-off pocket fading.

AUTHENTIC DENIM WEAR-WITH-EVERYTHING BLAZER

+ Relaxed-refined. The clean lines of tailoring meets the off-duty mood of denim. 

+ Peak lapels. A nod to formal tailoring, reimagined with a casual note. 

+ Patch pockets. Large patch pockets make a statement while also providing secure storage. 

+ Straight cut. Save for a single back vent, the straight cut adds an androgynous look and provides room for layers.

NEW SHAPES

There’s nothing like a familiar fabric and an unexpected shape to instantly breathe new life into your weekly lineup.

GATHERED DENIM MAXI SKIRT

+ Elasticated waist. Find the most comfortable waist position thanks to the shirred elasticated waistband. 

+ Dropped waist. A gathered seam below the waistband adds volume.

+ Side pockets. Slip pockets are placed in front of the side seams to prevent a bulky look at the hips. 

+ Tobacco topstitching effortlessly color-matches with other warm neutral shades throughout the collection. 

PALAZZO TRAVEL JUMPSUIT

+ Clever seams. Vertical seams that go from the shoulders down the legs create an elongating effect. 

+ Stretch denim. The cotton-blend denim is infused with stretch for a fit that’s comfortable enough for travel. 

+ Cap sleeves. Curved cap sleeves adds just the right amount of coverage. 

+ Balanced silhouette. The gently fitted bodice is complemented by wide-cut legs.

Shop Denim