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Jodie Jones .

STYLE EDITOR

March

31/2017

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Primark womenswear customised denim

Once Upon A Time...

For SS17, the denim plot thickens.

Denim’s evolution is a well-known tale, and yet there are still more chapters to discover. For SS17, we have some real page-turners in store, adding more than a few plot twists to the indigo chronicles. From playful doodles, to patches, badges, and extreme rips, the story of customised denim is only just beginning.

Even if you can justifiably say you don’t need another pair of jeans, we’re still bringing it, with denim jackets, waistcoats, shorts, and shoes. So simmer down, kids, because we’ve got a story to tell…

Primark womenswear customised denim

The denim epic paints a valiant picture of versatility, endurance, and rebellion, but these are only some characters in a long and arduous narrative; strength and resilience also play central roles. Legends tell of the tough threads' past - from ripping, grating, acid washing, and patch-working to safety-pinning and badging. Now, the storyline has meandered to include kitsch embroidery, doodles, and extreme rips. Fainted hearted? Look away now...

Primark womenswear customised denim
Primark womenswear customised denim

Floral embroideries feel fresh and new when seen on dark-wash, studded denim – closing the book on the folkloric, festival-ready blooms of previous seasons. Roses have grown in popularity, with decorative crimson petals lending a tough ‘biker’ edge to everything, from denim to backpacks, shoes and bomber jackets.

Primark womenswear customised denim
Primark womenswear customised denim

Take the tough look up a notch with fierce tiger emblems, which adorn denim jackets and practically roar with Japanese souvenir jacket feels. Elevate the appeal of a Canadian tux, and wear the oversized, light-wash, must-have in a size up, with your fave jeans.

There’s something for everyone; whimsical patches depict rocket ships, googly eyes, and kitsch motifs shooting across boyfriend jeans and trucker jackets, for a playful twist. Continue to soften the look, wearing plenty of blush pink - the latest hero of the jean jaunt tales.

Primark womenswear customised denim
Primark womenswear customised denim

As mentioned, page-turners abound in the indigo saga, with wrecked and distressed hemlines making massive headlines for spring. Forget simple turn-ups, it’s all about raw hems; frayed, ripped, zigzagged, fluted, flared, cropped, distressed… ANYTHING goes; the more dramatic the better.  


When it comes to recommended reading, our sartorial bibliography is full of perfect pairings: velvet camis, band tees, chambray, deconstructed shirts, and plenty of attitude.

Primark womenswear distressed denim

What will the next volume have in store, and, indeed, when will the story end? The truth is, no one knows. But one thing's for sure, as the book of blue jeans continues, you can count on us to be your personal narrator! 

Primark womenswear fashion denim
27.02.17

Women

4 Next-Level Denim Must Haves

Thought you had it down? Check out these indigo beauties...

Primark womenswear SS17 trends
20.03.17

Women

Sass Queens Only

Spring's pink palette gets an attitude overhaul...

Author avatar

Jodie Jones .

STYLE EDITOR

March

31/2017

SHARE ARTICLE

Primark womenswear customised denim

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