Author avatar

Jodie Jones .

STYLE EDITOR

April

04/2017

SHARE ARTICLE

Primark womenswear customised denim

Once Upon A Time...

In SS17, the denim plot thickens.

Denim’s transformation is a well-known tale – but there are still more chapters to discover. For SS17, we have some real page-turners in store, adding new plot twists to the Indigo Chronicles. From playful doodles to patches, badges, and extreme rips, the story of customized denim is only just beginning...

Think you don’t need more denim? Think again! 'Cause we’re still bringin' it with denim jackets, vests, shorts, and shoes. So settle down kids, we have a story to tell…

Primark womenswear customized denim

This epic denim tale paints a valiant picture of versatility, endurance, and rebellion. But these are only some of the characters in a long and twisting narrative: strength and resilience also have major roles. Legends tell of the tough threads' past – from ripping, grating, acid washing, and patchworking to safety-pinning and badging. Now, the story line has wandered a little, to include kitsch embroidery, doodles, and extreme rips. Fainted hearted? Look away now!

Primark womenswear customized denim
Primark womenswear customized denim

Floral embroidery feels fresh and new on dark-washed, studded denim – closing the book on the folkloric, festival-ready blooms of previous seasons. Roses are growing in popularity, with decorative crimson petals adding a tough biker edge to everything from denim to backpacks, shoes and bombers.

Primark womenswear customized denim
Primark womenswear customized denim

Take the tough look up a notch with the fierce tiger emblems adorning denim jackets: they practically roar with Japanese souvenir jacket feels. Elevate the appeal of a "Canadian tux" (double denim) – wear the oversize, light-washed must-have in a size up with your fave jeans.

There’s something for everyone: whimsical patches have rocket ships, googly eyes, and kitschy motifs shooting across boyfriend jeans and trucker jackets for a playful twist. To keep softening the look, wear lots of blush pink – the latest hero in the jean journey tales.

Primark womenswear customized denim
Primark womenswear customized denim

It's true: page-turners abound in the indigo saga, with wrecked and distressed hemlines making massive headlines this spring. Forget basic cuffs! It’s all about raw hems: frayed, ripped, zigzagged, fluted, flared, cropped, distressed… ANYTHING goes – the more dramatic the better!  


Need some recommended reads? Our fashion bibliography is full of strong heroines: velvet camis, band tees, chambray, deconstructed shirts...and plenty of attitude.

Primark womenswear distressed denim

What will the next volume have in store for us– and when will the story end? Truth is, nobody knows... But one thing's for sure: as the Book of Blue Jeans evolves, 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 all 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

April

04/2017

SHARE ARTICLE

Primark womenswear customised denim

Woohoo!

You've added your first item to your favorites.
You can access them anytime by clicking here.

Time for an update?

Primark.com supports the latest browsers including Chrome, Firefox and Safari. Make sure you've downloaded the latest version to get the best out of Primark.com