For the Spring/Summer 2025 collection, Acne Studios demonstrates its focus on comfort and modern urbanity with grey and beige jeans. The relaxed fit and neutral colour palette of these jeans not only aligns with the runway trend, but also meets the current consumer demand for comfortable, easy-to-wear garments.(https://www.vogue.com/fashionshows/spring-2025-menswear/acne-studios)
Zara has managed to turn runway trends - wide-legged and slim-fit jeans and neutral shades of grey and beige - into bestselling streetwear items thanks to its ability to react quickly, precise market insights and affordable pricing strategy.
3.Paradis
SS25
Acne Studios
SS25
Lamaire
SS25
1.6 Trend Development
Figure 1: WGSN,2024
Figure 2: WGSN,2024
People's search for denim continues to grow in spring/summer 2024.Google searches for ‘denim grocery jackets’ increased by 67%, ‘cargo denim’ by 24%, ‘utility denim’ by 11%, and ‘denim cargo trousers’ by 7%.
Using Veblen (1899) theory Motorcycle jackets have trickled down, from inno-vators-celebrities and fashion designers through early adopters and to the general public (Graziano,2022)
Haute
Couture
1.7 Compelitor Analysis
1.ZARA
For SS25, Zara launched a collection of ‘reconstructed fit’ jeans with asymmetric stitching, cropped mismatches, high-waisted flares and destructed shorts, in line with the Chaotic Customisation and Y2K trends. and the Y2K trend.
2. RIVER ISLAND
Middle level high street
Medium Cost/High Volume
Zara's spring/summer collection was highly popular with consumers, driving the group's sales up 7.2 per cent in the first half of the year, according to Inditex's interim financial results for 2024.
River Island launches ‘utility and nostalgia’ style distressed jeans with eco-friendly fabrics to meet young consumers' demand for personalised and sustainable fashion, despite experiencing a 15.1% decline in revenues and a pre-tax loss of £32.2m in 2023, the company said. The company said its investments in 2024 are starting to pay off, with a refocused product range and a positive customer response to new products.
SS25 season men's denim trend tends to be loose, straight cuts and dark washes, but M&S's current products still focus on traditional slim fit, not fully responding to the trend.
M&S had very poor sales of denim jeans in the 25SS season, with competitors' denim jeans ranging in price from 24.99 to 59, styles remaining classic and vintage, and colours remaining in darker shades.
£40
£25.19 after discount
Competitors' jeans selling trends from late March to May
2.4 Colour
Dark denim shades such as indigo and black accounted for 44% of SS24 runway color choices, indicating a strong consumer inclination toward timeless and versatile hues. This positions deep-toned jeans as a foundational element in SS25 menswear, combining durability, minimalism, and broad styling potential.
WGSN (2024) SS25 Fashion Trends: Runway Colour Analysis. Available at: https://www.wgsn.com (Accessed: 3 May 2025).
According to WGSN’s SS25 catwalk analysis, dark denim shades accounted for 44% of all denim colour appearances, indicating a clear directional shift towards deeper, more versatile tones (WGSN, 2024).
Figure 1: WGSN,2024
Deep blue and carbon black toned tannins are well accepted amongst UK consumers and are particularly suited to the M&S 30+ staple customer, being both robust and stylish.
Zara SS25 Dark Grey And Vintage Blue Straight Leg Jeans.
H&M’s Conscious Denim collection combines sustainable materials with eco-friendly washing processes, evaluated for environmental impact including energy and water usage (H&M Group, 2014). https://www2.hm.com/en_gb/ productpage.1222676008.html
