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Indulge your love for the iconic blue fabric here. With hundreds of styles from the world’s best designer brands, find your perfect pair today.


A hand-embellised denim jacket, a well-worn pair of Levi's, vintage cut-offs: join us as we celebrate our most-loved denim pieces.

Share your love of denim for the chance to appear in the Selfridges windows. Simply take a photo of your favourite denim and share it on Instagram using #denimlovers. We'll pick the best shots to appear in the windows and one weekly winner will win a pair of designer jeans more details

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From top tips for showing off your curves to how to create a seamless silhouette, our animated fit guides will help you find your perfect pair.
If you want to accentuate your curves, light washes, textured fabrics and bold prints are all a great option. Look out for styles with a high yoke and envelope pockets to give your bottom a boost.
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To smooth your middle, opt for a high rise style in a dark wash. Choose a waistband that stops just below your navel to give you a beautiful hourglass silhouette.
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The secret to sleek sculpted thighs is in the wash. Look for darker denim with a light wash down the front of the legs. Also, choose denim with a high elastane content as it'll mould to your figure and flatter those amazing curves.
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Got curvy hips and a tiny waist? You can't go wrong with a pair of high-rise jeans. Bootleg cuts will also flatter your hips and make your legs look endless.
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When it comes to creating a pert posterior, it's all about the pockets. Get it just right with a high yoke and medium sized pockets that sit in the middle of your bottom.
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To smooth your middle, opt for a high rise style in a dark wash. Choose a waistband that stops just below your navel to give you a beautiful hourglass silhouette.
Play video
Enjoy the cool and contemporary surroundings of the Personal Shopping space while our women's denim experts share their knowledge and expertise on finding your perfect pair.
Have your jeans tailored to fit you perfectly within the hour with our on-site denim tailor.
Covering 26,000 sq feet, stocking 60 brands and staffed by 50 denim experts, the new Denim Studio at Selfridges London is the ultimate destination for denim lovers.
Be entertained and educated about all things denim at our 'jeanius' interactive table.
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