If you thought that you had to go to Selfridges to get a great range of jeans, think again as Topshop opens a premium denim area. The flagship Oxford Circus store from August will stock jeans by the likes of Sass & Bide, J Brand and Dittos to name but a few.
There are also plans for capsule collections designed with some of the top denim brands for the autumn months. I am particularly excited to see what J Brand will design for the store.
Finally, during September's London Fashion Week there will be a pop-up denim clinic at Topshop's Oxford Circus store offering you advice on fit and styles ensuring you get the best from your jeans.