Today The Denim Studio has opened in Selfridges on Oxford Street. With a sales space of 26,000sqft in total it has been conceived to address the specific needs of women looking for the perfect denim fit.

With over 11,000 pairs of jeans available, the Denim Studio offers jeans ranging from £11 up to  £11,000, as well as casual and sportswear collections to best compliment a denim look. Every brand housed in the Denim Studio have created exclusive pieces.

Brands include J Brand, Hudson Jeans, Stella McCartney and Victoria Beckham Denim, the denim stalwarts such as Lee and Levi’s, 3×1, Black Denim and Kill City, the Denim Studio will introduce the most dynamic specialist denim services ever.

From a denim self-service checkout for customers in a hurry, to the Fit Studio, which consists of 18 ‘total vision’ fitting rooms and the first denim dedicated Personal Shopping suite with stylists on hand for expert advice, the services extend also to a Denim Tailor, offering alterations done within a guaranteed two-hour period.

The Denim Studio also has a digital service called the Jeanius Bar, where customers are able to consult relevant style information, expert advice and thousands of visuals available from a giant touch-screen electronic tablet. The Jeanius Bar doubles up as a social space where women are encouraged to share, interact and enjoy the shopping experience with other women, within and outside the store.

The opening of the Denim Studio is a result of an expansion plan that was made two years ago, the opening sees an investment in excess of £6M.