Find your perfect pair today
With the power to totally transform and perfectly pull together many a day-to-night outfit, denim and its timeless versatility deserves, I think, a big fat thank you. Regardless of the short-lived seasonal favourites, our heroes in the way of the everyday straight leg, stretchy skinny and faithful bootcut remain cult classics.
But it's the search that gets me. There are so many fantastic brands with a vast array of fits and washes, and differing degrees of stretch, that finding one wonderful pair is more often than not, completely exhausting.
So, with Letara's help, our resident personal advisor from our Oxford Street shop, we have endeavoured to solve all the above, with a definitive guide to our key denim brands and all that is great about them.
Game-changers, I'd say, the jeans designed by American brand Not Your Daughter's Jeans actually succeed in making you look and feel one size smaller. It's true, Letara promises. Their exclusive Lift Tuck Technology® flattens the belly, lifts the bum and fits smoothly and snugly across the back for the most figure-conscious trouser ever. Ranging from seasonally printed ankle styles and statement spring/summer shades, to perennial black super-skinny jeggings and everyday bootcuts , whatever you're looking for you'll find it, and a brand new body to boot.
And then there's Salsa, a brand born in Portugal whose mission is to 'be your second skin', they offer jeans with a 'triple-effect' technology, a super-high, panelled waist which pushes-in, slims and tucks to shape all kinds of curves. Designed for real women with gorgeously rounded bodies, their 'Push-In' range adjusts and adapts to everything from hourglass to pear proportions, flattering and accentuating our best assets.
The fashion editor favourites
The likes of LA based brands such as 7 For All Mankind and Paige Premium Denim, carved their name and trendy following from a dedication to bringing the best of denim to the wider market. Acknowledged worldwide because of their absolute commitment to fit, quality, detail and trends, they're Hollywood's go-tos for a beautifully fitting jean. Both brands offer an average 34" leg, with Paige's styles, Letara says, offering less of a stretch for a slimmer, lasting fit, and 7 For All Mankind ranging from super-stretch skinny styles in deep saturated blues, to supple straight legs in covetable whiskered washes.
Levi's Curve ID
A range dedicated to solving the dreaded issues of uncomfortable pinching and those inevitable back gaps, Levi's Slight, Demi and Bold Curve creations are a saviour for those who can absolutely never find a pair to fit their exact measurements. With a style suited to all occasions, in a 30" or 32" leg, simply suss out your silhouette and choose accordingly. For narrower frames, explains Letara, flat to rounded tummies and smaller bottoms, the Slight Curve cuts neater down the sides, hugging in all the right places, but allowing more room at the waist. The Demi is designed for the more balanced hourglass, hugging fuller hips but allowing for tinier waists and more defined seats, and lastly the Bold, which hugs the accentuated waists of pear shapes, and fits perfectly over their voluptuous hips and bottoms.
Labels to love
If it's classic cuts and statement iconic labelling you're after, Letara recommends the sleek fitting styles by Armani Jeans, sitting traditionally higher at the waist for a slim shape, and offering another longer 34" leg (remember, if a jean fits everywhere perfectly except at the feet, a quick trip to the tailors iswell worth it). Branded logo details to the pockets and waistband offer personal touches, with every jean fabricated in light and forgiving denims for effortless movement. And then there's Diesel, favouring smaller hips and slighter frames in either a 30" or 32" length, they cater for their customers by attitude, from brave jegging fits to confident and elegant bootcuts in a variety of shades and finishes.
For more of an explanation on any of our fabulous denim brands, don't hesitate to ask any of our in-the-know advisors in our shops who are more than happy to share their expertise. So have a try on, and fingers crossed, your search for the perfect jean is well and truly over.