Given Topshop sells one pair of jeans every minute on average in its London Oxford Street store (and one every 10 minutes globally), it’s pretty clear the mega brand knows a thing or two about making on-trend denim shapes that women really want. (Which is also no small feat considering every single pair is finished by hand.)

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Topshop Summer 2017 (from left): Londone Myers, Caitie Greene (sitting), Marjan Jonkman, Cami Moorone, Damaris Goddrie, Stella Maxwell, Jing Wen, Kiki Williams, Lottie Moss
Credit: Giampaolo Sgura

Still, sometimes what’s on trend isn’t necessarily what looks amazing on everyone. (Ugh, skinnies back again!? Fine.) So with that and its many, many customers in mind, Topshop has launched a new online seasonal Fit Guide, breaking down the what, where and who for its nine key styles this season. 

And while the names of each cut are as low-key hype as the edgy models a la Lottie Moss and Stella Maxwell, who wear them in Topshop’s Summer 2017 Jeans campaign, actually deciphering what Jamie, Crop, Mom, Lucas et al really look like is tricky.

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Stella Maxwell is one of nine stars in the Topshop Summer 2017 campaign
Credit: Giampaolo Sgura

Ergo, the new guide breaks down each style into a simple cut, shape and fit profile, as well as listing genuine feedback from other customers and sizing details. 

The Orson, for example, is a non-stretch traditional denim jean with a cropped frayed hem ankle. Who’s it for? Any girl “who wants her skinnies to have a little more substance with non-stretch denim,” says the style profile.

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Model Damaris Goddrie wears the high rise, slim leg Orson
Credit: Giampaolo Sgura

Orson’s waist? A high-rise band with authentic low-stretch denim, apparently. Leg? Slim fit without looking sprayed-on. The cuffs? They sit on ankle bones with a wider fit hem, according to the notes. It also comes in a tall, petite and maternity variety, should you be anything other than a standard fit model frame, of course.And so goes eight more breakdowns that make shopping online for that perfect pair of jeans more of a science than fashion lucky dip. 

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Model Londone Myers wears the super high-waisted skinny Joni style
Credit: Giampaolo Sgura

What’s Grazia’s current fave style? While it’s hard to look past a good pair of high-fashion Mom-cut threads for every day, the skin-tight Joni is the ultimate going-out denim this season. “Super high-rise with a disco silhouette, these jeans were made for the fashion-confident,” the guide says of the Joni’s ‘70s-vibe. Sound like you? Click then and there.   

Be tempted by the street-cool buffet of jeans in Topshop’s Summer 2017 range, along with its beautifully practical Fit Guide.

Produced in association with Topshop

 

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