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is the year of denim and so we caught up with Ben, one of the Product Specialists for Women’s Denim & Casuals at Selfridges. Ben’s job is to know everything about each pair of jeans in the denim department so that he can help customers find the perfect pair. He can tell you off the top of his head the features and benefits of each style from a creative point of view….

Denim is everywhere at the minute but what brands, colours and styles should we be rocking?

Surprisingly, we are slowly moving away from the skinny jean. Exciting cuts and finishes were seen at last week’s trade shows in Berlin – Premier Vision and Bred & Butter. Expect the ‘Boyfit’ to dominate summer this year, a true relaxed boyfriend that girls have longed for. Tailored denim has been spotted at the likes of Chanel, See by Chole and Balmain, which showed some serious nods to the 90s. High fashion will definitely be hitting the high street soon. The main colour for SS 13 is Turquoise, rich juicy hues that remind you of those joyful holidays, as well as gradual fade-outs. Running from top to bottom – bleached, painted, or even woven…shadow like fantasies. But the biggest trend that has come through every collection is the digital print denim, photo-real scenes which need no introduction. J brand, Citizens of Humanity and 7s have all taken the hint.

Moving away from skinnies? Nooooo say it ain’t so! Well there seems like there are plenty of other options which kind of helps numb the pain we suppose. If you had to recommend one pair we should buy this season what would it be?

Denim has never been defined by seasons,its always been a staple in everyone’s wardrobe. What has changed over time is that people now understand the beauty of the fabric itself and are willing to pay over £300 a pair. Men and Women shop differently when it comes to denim. For women, I suggest investing in a core cross over pair which you can mix up with various outfits and switch from day to night, as well as one fashion pair, this season, if your brave enough…go for a digital print jean like Paige’s Verdugo Ultra Skinny, which comes in 3 different settings; Daylight, Sunset and Moonlight. Pair them with a simple white tee, stacked heels and a leather biker = Done.


We’re sold, the digital prints are going at the top of our shopping lists! Do you have any top denim buying tips for our readers? And how can we keep our jeans looking pristine?

I always suggest going down one size. You will probably feel slightly uncomfortable at first, a mini muffin top so to speak, but it’s nothing a few lunges won’t loosen up!! After about 2 hours wearing them, they’ll fit perfectly. Another tip, which for some is hard…is to never wash your jeans, it sounds crazy but putting your jeans in the freezer for 24 hours until set, then de-frosting on the dryer is the best way to clean your jeans. Doing this keeps the natural colour at its best and revives the jeans back into their original shape. Washing denim destroys the elastic content which makes your jeans go saggy and no one likes the saggy ass look.

Lastly what if we don’t want to spend a ton on jeans are there any middle of the road brands can we check out?

You can never fail with a pair of Levi’s 501s. The older they get, the better they look! And at around £80 a pair you’ll have enough change to put in the back pocket.

There you have it folks now go forth and find your perfect pair of jeans. If you do need more help you can always look up Ben in the Selfridges Denim department on the 3rd floor, and he tells that come May there is a new denim studios opening in Selfridges which will make it one of the best places to buy jeans in London if not the world. Cracking!