It's in the jeans: US fashion goes back to denim's glory days

Catwalk revival of old styles immortalised by Hollywood stars sees surge in jeans market

<!–[if IE 9]><![endif]–>Marilyn Monroe in jeans with Arthur Miller


The trend is for dark denim as worn by Marilyn Monroe in The Misfits, pictured here with her husband Arthur Miller.
Photograph: Ullstein Bild/Getty Images

The jeans market is booming again as the US turns back the clock to denim’s glory days. 2017 saw the largest year-on-year growth in the sector since 2013, pulling in over $95bn (£67bn) worldwide compared with $91bn the previous year while sales of premium designer jeans doubled its growth.

Observers believe shoppers are deciding to try other styles beyond the skinny silhouette that has been so popular for more than a decade. This season styles hark back to authentic American selvedge denim and come straight-legged, stiff and in a deep indigo hue.

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