“I’m a fashion director and this is why I can’t get enough of high street denim right now”

I’ve always loved denim. As a teen, I was obsessed with Miss Sixty’s bootcut indigo styles. In my 20s, it was all about Diesel’s distressed denim – and, of course, Topshop’s unmatched collection played a major role in my wardrobe. 

Now I’m 40, it’s Levi’s cool, authentic and timeless pieces I reach for most. Citizens of Humanity and Agolde have also entered the picture – the Californian sister brands do quality and trend-led denim like no one else, having pioneered the horseshoe silhouette and consistently delivering on-point monthly drops that editors and fashion insiders can’t get enough of. (I love the Miro, a barrel leg in eco-indigo, and the Ayla, a roomy style with a hefty turned-up hem.)

But the majority of my denim is from the high street – because it’s just so good right now. It’s a very different landscape to when I grew up, even since pre-pandemic. High street and value brands have worked tirelessly on fit, quality and trending silhouettes – and it shows. M&S’s denim collection has been excellent now for a couple of years, with statement-making barrel styles, adjustable waist options and high-waist wide-leg jeans, all of which will make an outfit sing. With an appeal that transcends age, the styles helped to carve out a market share for the brand of a whopping 18% on womenswear.

M&S’s wide-leg jeans (which come in six excellent shades – mine are ecru) have been in heavy rotation in my wardrobe for a year now but the brand has over 20 jean styles in their denim offering, with trend-led options including carrot leg, barrel, horseshoe and palazzo, as well as wardrobe classics in various washes. What’s more, they’re available in an inclusive size range and three leg lengths (short, regular, long). For autumn, the retailer has created its Relaxed Mid Rise Barrel Leg Jeans (£29.50), its current best-seller, in two new colourways – ecru and black .

Sales at Reiss are up 77% year-on-year in the denim category and the brand’s best-selling styles are flared jeans (a more elevated way to wear denim and perfect for channelling the current 70s trend), and straight and barrel-leg styles, all of which will continue to trend for autumn. Elsewhere, Uniqlo has seen great success with wide leg trousers and barrel-leg silhouettes in its denim. Its baggy curve jeans, which come in dark grey, navy, light and dark blue, are the brand’s current hero style and look great with a slim t-shirt or knitted vest and flat mesh pumps.

F&F launched online earlier this year and denim has been a big area of growth for the business, within its mainline offering and in their collaborations with long-time partner model Abbey Clancy. My current go-to jeans are its simple blue wide-leg style, which are perfect with minimal summer tops and shirts. Speaking of the brand’s denim, Chloe Hutchinson, denim buying manager at F&F says: “At the heart of our denim offer is a commitment to beautiful quality and trend-led pieces. We know how important trend pieces are to our customer, and this season, we’ve doubled the number of fashion shapes we offer compared to last year.”

Alternatively, for a tight edit of elevated everyday staples that nod to fashion’s current mood, head to Primark’s The Edit collection. From oversized striped shirts to a great beige trench coat, classic white t-shirts and straight, frayed hem barrel and wide-leg denim, you’ll easily find your new staples at incredible price points. 

TU saw major success on their denim offering over the summer with the perfect Bermuda jean shorts, rich indigo hues, vintage-inspired washes and effortless silhouettes. At Gap, the retailer’s autumn campaign reintroduces noughties-inspired low rise denim into the cultural conversation and champions denim as a canvas for self-expression, unity and style that transcends generations. 

Want to know more about the best jeans to buy right now? Here’s Stylist’s edit of the best denim on the high street.

Imagery: courtesy of brands