Sunday 23 October 2016

Still got your old Levi's? 'Double Denim' trend is back!

Published 03/04/2015 | 02:30

Alexa Chung for AG Jeans Campaign image by Angelo Pennetta
Kim Kardashian even embraced denim on denim
Kim Kardashian seen in her favourite denim shirt with a nude Balenciaga bag
Rose McGowan
Britney Spears and Justin Timberlake in 2001
Star blue jumper, €215, BT2 stores; denim shirt at waist, €49, Topshop; White 'Goldsign' jeans, €242, Brown Thomas
Alexa Chung's for AG jeans' high-rise classic blue denim (€275, BT2)
'Alexa for AG Denim's shirtdress, (€370, Brown Thomas)
Marks & Spencer

Denim never dies, it just fades and then comes back in double dosage

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The popularity of the American classic is taking shoppers by storm this season. However, if some style mavens are unconvinced abut doubling up, others can't get enough of it, like fashion icon Alexa Chung, whose collaboration with AG Denim has been a retail sensation this season and her shirt dress sold out here in days.

Denim is now accepted as office wear and A-listers like Anne Hathaway have been papped out and about in the double-denim combo of shirt and jeans, while reality TV sisters Kim Kardashian and Kylie Jenner are both channelling pale chambray denim shirts with tight, darker, denim pencil-fit skirts.

Gucci gave us a bellboy jacket with lots of brassware and their wide-legged jeans with turn-ups sell for €550 at Brown Thomas.

The sell-out M&S 'Limited Edition' denim jean also feature turn-ups, and side buttons, and sells for €54.

It's been four years coming - but after 15 quarters of declining fashion sales, Marks & Spencer reported a positive style start to 2015.

M&S sold 27,000 pairs of women's denim jeans in Ireland in the three months to March 28 - an increase of 4pc.

Irish shoppers have also reacted to the M&S 'Limited Edition' collection, which interprets the key catwalk trends into wearable designs, with sales up 8pc in Ireland.

Lingerie continues to perform well here and M&S sold nearly 110,000 bras in the quarter - the equivalent of 1,200 every day. Sales of healthy meals in Ireland were up 5pc, but the Irish clearly have a sweet tooth because we munched our way through 650,000 in-store bakery cookies in the three months.

Sales of clothing and homewares were up 0.7pc and everything has helped to push that figure over the line in Ireland, from the sale of denim, bras, healthy food and cookies. An analysis of sales in Ireland has shown that customers have responded well to the new spring summer ranges.

Irish Independent

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