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Marks & Spencer, once notorious for its frumpy fabrics, is now the go-to destination for women's jeans – with one in five who purchased them doing so at the high street store.
The chain, which has struggled in recent years, last week revealed it will make more profit than expected this year, due to a six per cent rise in clothing and homeware sales.
Bosses say improvements to the cut and fabric of its jeans has played a part, meaning almost 20 per cent of women who purchased jeans in the last year bought them at M&S.
M&S's share of the denim market has risen from less than ten per cent two years ago to 13 per cent now, making it the top seller of denim for women.
Sales of M&S jeans are ten per cent higher this year than in 2022 and denim jackets are up by 35 per cent.
Marks & Spencer, once notorious for its frumpy fabrics, is now the go-to destination for women's jeans – with one in five who purchased them doing so at the high street store
The chain, which has struggled in recent years, last week revealed it will make more profit than expected this year, due to a six per cent rise in clothing and homeware sales
'Double denim', which used to be considered a style faux-pas, will be the height of fashion this autumn, according to M&S womenswear director Maddy Evans.
'It is a really big trend,' she told The Mail on Sunday. 'We are showing we are relevant, modern and delivering denim to customers in a fashionable way.'
The M&S website even features a guide to pulling off double denim, advising shoppers to choose 'on-trend wide-leg jeans' and tuck in a denim shirt. For evening, women are told to pair their top-to-toe denim with strappy heeled sandals, as pictured left.
Ms Evans adds that denim shirts are also in, as are denim skirts. A £29.50 midi skirt was a 'standout success' for M&S this summer, with more than 23,000 sold.
Although cutting-edge fashionistas ditched them several seasons ago, skinny jeans such as the Ivy range, priced at £25, are still the most popular fit at M&S.
But sales of £35 wide-leg jeans are also up 14 per cent on last year, with 22,000 pairs sold.
'This autumn, wide-leg, 'mum' and 'boyfriend' fit jeans are performing well,' said Ms Evans, adding that women are seeking a more comfortable fit after the Covid lockdowns.
