Gather true blue lovers! There’s no denying it: no matter the season, fashion’s obsession with denim is unwavering. It’s never a question of “if” one should wrap themselves in the fabric, but “how” one should wear it, and for Spring/Summer 2023, denim styles are wide-ranging, leaving no sartorial desire unsatisfied.
Quick recap: Kate Moss led the way in a pair of illusion jeans, printed leather jeans at Bottega Veneta, heralding the return of casual comfort. Baggy, relaxed jeans also walked the catwalks at Chloé – where they came with tie detailing – Jacquemus and Givenchy too, for which creative director, Matthew Williams, gave them a suitably Y2K sandblast. The latter also showed denim cargo iterations, while at Burberry, MM6, Masha Popova, and Alaïa, designers proposed leggings for denim maxi skirts. In short: the appetite for all things denim is at its peak.
Libby Page, director of marketing at Net-A-Porter.com, tells British Vogue that “denim has truly established itself as a luxurious part of the wardrobe in recent seasons.” For the retailer, denim has become a cornerstone of its online business, and customers are already eyeing this season’s maxi skirt trend. “We invested in nine styles of both fashion brands and real jeans, working hard to find the perfect fit, length and wash for quality over quantity.”
At Browns Fashion, customers’ eyes are firmly on the classic wardrobe. “Fashion consumers are looking for something simple and casual to help them transition back into everyday life, and our denim sales over the past few seasons reflect that,” says Holly Tenser, the department store’s head of womenswear acquisitions. “Margiela’s cropped wide leg denim has been a constant sell-out for the past few years, and more designers are expanding their denim offerings as it’s a great way to buy luxury brands at a more affordable price for aspiring shoppers.”
Read more: 12 top footwear trends for Spring/Summer 2023
Jeannie Lee, head of womenswear sourcing at Selfridges, echoes this sentiment, reporting a 37 per cent year-on-year rise in denim sales, thanks in part to luxury brands investing in the blue business.