Double denim is THE trend of SS 2010, but we’re not talking about wearing s stone-washed oversized denim shirt with indigo skinnies, we’re talking about fash-tastic new denim offerings from the UK’s hottest luxury and high fashion online boutiques, Net-A-Porter and My-Wardrobe! We were lucky enough to get a preview of both, as Net-A-Porter and My-Wardrobe held events this week celebrating all things denim!
First up was the Net-A-Porter event at their sparkling new offices at the Westfield shopping centre in West London (fyi – it’s as glamorous as you’d expect; giant white chandeliers above the desks, a fashion library, swanky meeting rooms, etc…).
They treated us to a look at their new Denim Boutique, which included this seasons must have denim brands, washes and shapes and told us how they are striving to transform buying denim from traumatic to tantalising with expert help, style and body shape guides and their Fit Club (teaching us how to measure our curvy bits correctly!) I came away crushing on Victoria Beckham zipped skinnies and Current/Elliot boyfriend fit jeans.
Next up was My-Wardrobe’s pop up Denim Bar party at Carnarby Street last night, which was in honour of the sites new men/women Denim Bar section. The Denim Bar will tell you the story of where your jeans came from, a style guide to help you look your best, and My-TV will give you ‘Figure Fixers’, telling you brands, shapes and washes that will make you look a-maz-ing!
The Denim Bar Pop Up store at Carnarby Street is mainly for guys, and will be open for the next 2 days, and the party last night saw jeans suspended from GIANT helium balloons, jeans used to create a ‘denim bar’ and a DJ set that got our toes tapping (or was that the My-Wardrobe cocktails?!) Nudie jeans took centre stage, and are great for girls and guys!
We’re huge denim fans at Self Service, and we’re all completely addicted to Serfontaine jeans (images above), which combine sex appeal, ethical sourcing and production, and four-way and memory stretch (yep, not 3 things that normally go together!), but this cooler than cool LA denim label has a cult following, and are designed to move with you, while making you look fash-tastic. Believe us, they work! Available at Donna Ida.
We also have exciting news – Wildfox (LA’s most laid-back fashion brand) is not only making the most adorable tees, jumpers, leggings and dresses, but is now launching a denim line – I don’t think we’ve ever been more excited! We’ll bring you a sneak peak really soon, so stay tuned!
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Self Service 
I am coming to London at the end of July and really want to purchase a current elliot denim jacket. do you know which shops would stock them Thanks Eliza
Hi Eliza, really sorry but not sure on any Current/Elliot stockists besides Selfridges. Hope you can find your jacket! SSx