Topshop adds half sizes as it launches major spring denim push

By

Sandra Halliday

Published
Feb 5, 2018

Last week it was H&M and this week it’s Topshop that’s putting a major push behind denim with the UK fashion retail giant launching a new mega-campaign and also introducing half sizes for its jeans.

With fit increasingly becoming a focus for brands and retailers globally, the launch of half sizes in the denim line-up may increase costs, but it should also mean more product is sold as fewer customers are faced with the issue of buying jeans that are too tight or too loose.

The company has added new styles into its jeans line-up with the launch of New Boyfriend, Cropped Straight and Wide, but the addition of half sizes in either a blue or black finish will potentially be the big draw this season.

The company’s website says the half sizes are available in W25, W27, W29 and W31 across the Jamie, Joni, Mom, Straight, Jamie Flare, and Crop jeans styles.

As part of the denim focus, the company is also offering denim personalisation at the Oxford Circus, London flagship until Wednesday courtesy of its “artist in residence” @elizabethilsley.

Denim is clearly seen as the big hope for spring by fashion retailers that have been battered by lack of consumer interest in their autumn/winter offer. Despite denim suffering globally from the rise of athleisure, it seems to be hitting back and social trends such as the move away from formal dressing for work are boosting its appeal.