Denim is one of the oldest most popular fabrics, used for centuries all over the world in myriad different forms.  In 1969 a writer for American Fabrics magazine declared, “Denim is one of the worlds oldest fabrics, yet it remains eternally young.” Its eternal youth is maintained through its symbolism of youth, rebellion and freedom, and it is constantly reworked and reinvented on the international runways to make it a timeless yet versatile classic.

The Spring/Summer runways presented us with fun new interpretations of denim with new cuts, colours and prints. From light to dark, black to white, tie-dye skinny jeans (seen at Isabel Marant S/S 2012) and vintage inspired florals (seen at DKNY and Mary Krantzou S/S 2012), there’s nothing that denim can’t do. With so many different cuts, sizes, colours and styles it’s important to find the right brands for your shape (and your budget) – so Couturing has picked the hottest Australian and international brands for you.

Dejour Jeans is Sydney Road’s best kept secret with not only Melbourne’s best prices (starting at the bargain price of $40), but also on the spot tailoring – guaranteed to fit! Store owner Nam Huynh will make it his mission to fit your jeans perfectly to your derriere, and won’t let you leave the store until they fit every inch of your body, helping to overcome the greatest challenge of jean shopping – getting them to fit right.  This denim-only store offers over ten different cuts for men and women including high, mid and low waist, skinny and straight. They’ve added a pop of colour to their new season range with on-trend colours like burnt orange, tan, rust and maroon, as well as pastels like peach and mint – perfect for Spring and Summer. Using locally made Australian Bradmill denim, Dejour are quality jeans with a personalized approach. Get your own customised pair at 542 Sydney Road, Brunswick.

Born on the streets of Melbourne, Ziggy Denim is a free-spirited jeans company which believes that jeans are art—wearable, livable canvases, ready for you to project the best version of yourself onto them. Their latest collection offers fresh new colours, fits and killer prints for $90 or less—making them affordable and ultra cool. Following the floral denim trends on the S/S runways (DKNY and May Krantzou) Ziggy has created some new season Spring/Summer floral jeans that are perfect for Summer festivals and parties. They also have the fun multi-coloured ‘paint job’ print, as well as on-trend neons, fuchsia, burnt orange, teal, bubblegum, maroon, mustard, burgundy and even acid wash—all in a range of styles, even super cute denim shorts. Get your own colourful pair at One Day at a Time to stand out from the crowd.

Hailing from Sweden with 35 years of family tailoring to draw from, Dr Denim Jeans treats denim design more like a science. Creating a contemporary interpretation of denim and wearable classic looks with a modern twist, they achieve great looking jeans through simplicity. The styles currently in our stores include the funky ‘Leopard Kissy’ animal print, and hot Spring/Summer colours like burnt orange, coral pink, fuchsia, and cherry, as well as classics like the dark aged jean. Available in a range of styles including high waist, low waist, cropped leg and even tights, with prices ranging from $99-$149, theses jeans are for the discerning denim lover. Find them at General Pants co. Somewhere, FAT, Alphaville and Dakota 501.


J Brand is the all-American cult jeans brand that has spread across the world and finally reached our shores. The brand’s focus is to ensure the perfect fit whilst being at the forefront of fashion trends and manufacturing, and their S/S 2012 collection reflects this with tie-dye and floral cropped skinnies, bright reds, neon pink, and blueberry shades in cuts that fit every woman perfectly. They have a huge range of styles including the favorite super-tight skinnies, in great prints like tie-dye, paisley, star, brocade, metallic and snake print, and will add a statement to your outfit this Spring and Summer. Available in petite sizes, leggings and even maternity jeans, they cater to every shape and size. They have a slightly higher price bracket ranging from around $144-$297, but are a trusted modern classic that will last. You can find your perfect fit at Cactus Jam, Husk, Pink Zebra, Salt and David Jones or buy them online from J Brand Jeans or


Calvin Klein Jeans is the iconic jeans brand that oozes sex appeal with its raunchy ad campaigns and sexy models—the latest ad campaign for S/s 2012 collection ‘colour rush’ was deemed so risqué in Australia that it was banned! Calvin Klein Jeans are an American classic, loved the world over since Calvin Klein started tailoring jeans to women’s’ shapes in the late 1970s. So if you like minimal, engineered and modern jeans then CK Jeans are the jeans for you. Styles currently in our stores include skinny, boot cut and straight leg in high waist, mid and low. And watch out for their S/S 2012 ‘colour rush’ collection colours will add a pop to any outfit with all the classic CK styles in fuchsia, tangerine, lime green, aqua, sunflower yellow and bright red. With prices on the higher end of the scale from around $150-350, get your iconic pair at Myer, David Jones, and Just Jeans.

About The Author

Claire Story is a freelance fashion, culture and lifestyle writer based in Melbourne. Claire studied at Melbourne University, graduating from a Bachelor of Arts in 2010. She then went on to study a Postgraduate Diploma in Arts (Editing and Communication) at Melbourne University, which she completed in November 2011. Since then she has started a career in journalism regularly contributing to Fjorde magazine, Karamel magazine, Balance Online, Broadsheet, and Couturing. Her interests are fashion, culture, nightlife and music.

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