We all love denim, it’s a wardrobe necessity. But denim hasn’t necesarilly been around as much as what we saw in the early 2000’s. Denim sales figures began to drop increasingly 2009/2010, due to trends changing, leaving the denim market panicking. Many brands focused on other fashion pieces, slightly ignoring denim. Others found new ways to campaign denim, for example Levi’s with their campaign for Curve ID.

Now denim is on the up. This year we have seen the trends for Spring/Summer 2012 and denim is returning after a relatively short vacation.


Isabel Marant

Charlotte Ronson