Selfridges' new denim studio - which opens in June - is the result of the biggest ever investment into one department within the London store. Featuring over 11,000 pairs of jeans from across 60 different brands, the space spans an impressive 26,000 square feet and features a dedicated personal shopping and fitting area - including an on-site tailoring service that will get your perfectly-fitting jeans back to you within two hours.
"From the outset, the creation of The Denim Studio has been about integrity. Deni, is a lifestyle - as part of that we understand that those beautiful heritage labels like Levi's and Lee are equally as important and exciting as J Brand, Hudson and Paige," explained Judd Crane, Selfridges director of womenswear. "What you tend to find in most department stores' denim offer is a mix restricted to, predominantly, skinny fits and printed styles. While the demand is certainly there for those pieces, it can feel superficial - we're exploring the idea of something more comprehensive here."
The department also features a dedicated Primark jeans pop-up - complete with self-service checkout system - alongside a new J Brand flagship boutique. The latter has also created an exclusive collection - the Little Black Jean line - to exclusively celebrate the launch.
"Denim is a high producing category for the store and of course women love their denim, so it was a wise investment," Jeff Rudes, founder of J Brand, told us. "We wanted to create an environment that reflected a combination of J Brand and Selfridges aesthetics; something that spoke to a modern contemporary brand, with understated luxury and effortless style - and to showcase the exciting product offer that was developed for Selfridges."
Likewise, Harrods new denim shop - which opens on May 30 - promises to redefine the way that customers experience denim within its store. With a focus on summer styles, the latest contemporary labels and high-fashion unique and luxury pieces, the fourth floor boutique features exclusive styles from some of the denim world's leading brands - from 7 For All Mankind, to Paige, Rag & Bone and Current/Elliott.
"This is the first stage of a significant investment plan that will see the transformation of our current department into a completely refurbished new area, designed by Richard Found, to house the best of denim and contemporary - renamed as the Fashion Lab" Helen David, Harrods' head of womenswear, told us. "The new environment is a sleek urban space that will set off a modern edgy area to appeal to the customer."
The 9,000 square-foot Fashion Lab features a Jeans Therapy service, whereby shopping experts will be on hand to offer denim-related guidance and advice. The unbiased advisors are entirely independent - so not affiliated with any particular label - to ensure that customers leave with the best possible fit. While the first stage will be rolled out now, a second stage will see the space expanded to a full 34,000 square feet by November.
"Denim continues to have wide appeal, and sits at a price point where it is accessible to everyone of all ages. The continued growth of denim in both shape and fabric ensures that the category has a diverse customer base," explained David. "Our customer is always looking for the best in terms of fit and fabric, and is willing to spend more to obtain this. As denim has developed with more luxurious fabrications the pricing has increased, however our customer continues to seek the highest quality and design."
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