Ask any fashion editor: the best jeans are the one item you’ll always need in your life. No matter the cut, good quality denim will see you through the seasons, and complement your existing items perfectly.
If you’re unsure which style to go for, the foundation of any timeless wardrobe amounts to three pairs of jeans: a high-waisted wide leg, straight leg mum jeans and a great skinny pair.
From there, it’s easy to build any outfit. You can add a t-shirt and an oversized blazer, a cashmere knit or a sparkly top and you’ve got three effortless day-to-night looks, whether you want to accessorise with trainers, chunky boots or heels.
Shopping for jeans can be a tricky affair and takes a lot of trying on to find out the correct style for you. To make it easier for you, I’ve scoured my favoured designer and high street denim brands to find what I feel are winning trousers for everyone (and once you’ve bought them, make sure you do this to stop jeans going baggy).
In terms of trends, for SS21, we’re still seeing a lot of 70s and 80s influencers, meaning light washes and wide legs, preferably paired with western ankle boots.
For something a little more timeless and versatile, opt for a classic straight leg in a dark wash. Just remember, it’s all about proportion, so I’d balance tight legs with an oversized top and vice versa.
Best jeans for your body shape
As for which style will best suit your body type, think about proportions. If you’re curvy, a high waist is more flattering.
Worried about height? Whether you’re tall or short, many brands like Levi’s and M&S offer most styles in different lengths. For those 5ft or under, cropped styles that show off the ankle really elongate the frame.
So now that you’re an expert on all things denim, scroll down to shop the best jeans of the new season.
Sustainably crafted from organic cotton and made without metal rivets for easy recycling, these easy-to-wear jeans are great work with a simple white t-shirt.
In a bold coral hue, this iteration of the label's signature wide-leg jean chimes with the season's changing colour palette. They are made with Tencel and recycled denim.
This classic wide leg style is best worn with an oversized blouse and clog sandals.
These green GANNI colour block straight leg jeans are cut for a slim fit. They feature a high waist, front button fastenings, silver tone hardware, belt loops, five pocket styling, contrasting panels and slits at the cuffs. The perfect statement pair.
These Good American jeans give an always-flattering fit that elevates the vintage-inspired silhouette. They're styled with a high rise and classic straight leg finishing in a frayed hem.
All Good American jeans are created with a gap-proof contoured waistband, reinforced belt loops and designed in the brand's exclusive stretch denim with recovery ensuring that your jeans will preserve their original shape wear after wear.
How could these jeans not put a smile on your face, with their juicy strawberry print? Made in Italy from rigid cream denim, they're cut to sit high on the waist and fall to slouchy wide legs.
One of the label's bestsellers, this shape is super flattering thanks to its flexible material. It is made of eco-friendly denim in regenerated cotton and recycled polyester, with authentic washes in different colours, from black to blue.
Emilie is an ultra high-rise, vintage straight fit with a 31" inseam that is relaxed from the hip through the leg.
Dark Oasis is a chatty mid-to-light indigo with vintage character throughout. It features khaki stitching, matte silver hardware and an inseam slit at the clean hem.
White Stuff's new denim collection includes six different styles of jeans in size different washes, including these gorgeous flares with a 70s twist. They are made in recycled cotton, using sustainable thread and metalware, as well as featuring a recycled poly and organic cotton-blend fabric in the pocket bags.
Damson Madder is committed to producing sustainable denim. Their sustainable laundry uses just 20-35 litres of water per pair of jeans as opposed to conventional laundering which uses around 100 litres.
Having up to 30% recycled cotton across their denim collection allows them to reduce up to 100% of the water and up to 98% of the energy usede, compared to conventional cotton. Recycled cotton is a really important part of the wider premise to ensure we are consistently designing with the circular economy in mind, by ensuring they are keeping materials in use for as long as possible.
The new denim collection, launching in March, follows those principles.
A classic straight leg jean with a lot of 90s attitude.
At 5ft4, I find that jeans that show off a bit of ankle are more flattering on my short legs.
I spent years searching for the perfect straight-leg jeans and I've finally found them. They're a bit pricier, but the quality means they haven't budged, even after a few washes.
Don't knock bell bottom jeans, they can be surprisingly modern. These blue Totême Cropped Kick flared jeans are made from rigid cotton denim with a faded and whiskered finish. Cut with a high waist, they feature belt loops, button and concealed fly fastening, five pockets and a logo patch on the back.
These offer a flattering and feminine fit that hug the hips and feature a cropped, subtly tapered leg shape, plus they're made from eco-conscious organic cotton.