Featured in SheerLuxe

We’ve partnered with online fashion and lifestyle publication SheerLuxe for the launch of our #InDenimWeCan campaign. Keep scrolling for fashion and beauty editor and broadcaster, Sapna Rao’s approach to off-duty weekend denim styling, fashion broadcaster Polly Sayer’s workwear denim must-haves and stylist Karina Marriott’s tips for denim dressing in the evening. Want more? Rounding off the piece, fashionable friends of SheerLuxe took to the streets of London to show how they would style our new denim day-to-day.

Shop SheerLuxe’s Primark looks in-store or online via our Click & Collect service. Use our handy C&C store list to find your local Primark store. You’ll also find our Click & Collect exclusive short, regular and long leg jean options across selected styles.

Evening denim styling with Karina

The final instalment of our series with SheerLuxe is all about denim dressing after dark! Fashion stylist and writer Karina Marriott shares her favourite ways to style denim as eveningwear, her go-to ‘jeans and a nice top’ combinations and what she looks for when shopping for curve denim.

Confessing her favourite jeans from the shoot: “Of the three styles I tried on, it’s the straight leg, actually! Which really surprised me as I never feel that straight leg jeans suit my figure. Usually, they come up quite tight on the leg, but the softness of the denim made these so comfortable to wear. I absolutely LOVE them!”

Workwear denim styling with Polly

The second instalment of our series with SheerLuxe looks at denim styling through a workwear lens. Polly’s decoding the best washes to wear into the office, the easiest denim silhouettes to incorporate into your workwear wardrobe and how to make your accessories work harder from morning commute to after-work drinks.

Speaking on shopping for denim as someone who is 5ft 7, Polly said:

“When considering jeans for my height, I love a barrel or balloon leg jean, as I don’t have to think about whether I can wear them with certain types of footwear or not. Their versatile shape works with trainers, flats or heels. If I were dressing them up, I would go for a skinnier, stiletto heel to make sure it balances the wider silhouette of the jean.”

When it comes to denim washes, it has been an evolutionary journey for Polly:

“I wouldn’t say I have a favourite denim wash per se, but as a good all-rounder, I love a mid-wash jean. As I’ve gotten older, I’ve definitely gravitated towards darker denim, which is strange because when I was younger, I loved a light wash!”

Off-duty denim styling with Sapna

The first instalment of our series with SheerLuxe sees Sapna take on casual denim outfit styling with three of her favourite Primark denim silhouettes. Tackling light wash denim tips and tricks, as well as how to weave chocolate brown and scarf layering trends into your denim looks, whatever the season. What are you waiting for? Hit play and get her exact looks below!

Friends of SheerLuxe denim looks

Described by SheerLuxe as,“striking the perfect balance between trend-led and timeless, with clean lines, oversized cuts and washed-out finishes that feel effortlessly cool.” They’ve asked friends of the brand to give our new denim range the street style treatment, showcasing looks that are “directional, structured and elevated,” without sacrificing comfort or cost.

SheerLuxe styling: Barrel leg jeans

SL-approved and sticking around this season, our bleach wash barrel leg jeans “hit the sweet spot between laidback and fashion-forward.” Styled with an oversized white shirt here, SheerLuxe advise layering up with a chocolate brown mac to channel ultimate “cool-girl energy.”

SheerLuxe styling: Straight leg jeans

Looking for denim with versatility, SheerLuxe are defining our straight-leg double denim look as a “forever staple… that feels timeless with a fashion-editor twist.” The nature of the look is all in the basics and accessories you pair them with. Take notes on the clogs, vest and oval frames for off-duty chic done right.

Need more denim inspo? Read our other guides on different types of jeans for women, how to style straight leg jeans, and ‘are jeans smart casual?’. Managed to bag some of our denim? Snap, tag and share your style using #Primania or @Primark for a chance to be featured online