Shopping for the perfect pair of jeans or a denim jacket that fits just so can often feel like mission impossible - so virtual high fives all round for Selfridges, which is about to turn it into a mind-blowing shopping experience instead.
This June, the legendary department store will open the doors on The Denim Studio: its biggest ever womenswear investment project and, indeed, the biggest and most comprehensive dedicated denim department in the world. Clocking in at 26,000 square feet, the space will boast 11,000 pairs of jeans, priced from £11 to £11,000 - meaning that, whatever your budget, you're bound to find your dream pair.
Needless to say, the brand mix is a Who's Who of the denim world: heritage labels like Levi's and Lee will sit alongside contemporary brands such as Paige and Citizens Of Humanity and high-fashion offerings curated by Stella McCartney, Victoria Beckham and Alexander McQueen. Plus, there are exclusives galore. One-off and limited edition pieces aside, luxe label J. Brand will be launching its UK flagship store within the space, while Primark will be stocked for the first time outside of its own stores - along with a self service checkout that's set to revolutionise how we think about buying.
If that all sounds somewhat overwhelming, never fear: there's the service you'd expect to back it all up. Witness The Fit Studio, which will give shoppers access to 30 denim experts brimming with advice, The Denim Tailor, who'll make your purchase bespoke within just two hours, and The Platform, which will be dedicated to launches and events.
Jeanius? We think so.
Denim Lovers, a two-month, store-wide celebration of all things denim will launch at Selfridges on 24 June to mark its newest arrival.