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East Midlands Designer Outlet Launches ‘The Art of Denim’

Top tips by denim expert and Jean queen Donna Ida

East Midlands Designer Outlet today announces its first ever ‘The Art of Denim’ campaign, launching on 5 October. The event, which will run simultaneously across McArthurGlen’s 21 centres throughout Europe, will celebrate all things denim – fashion’s much loved icon.

For a limited time only 5-20 October the brands in the centre will be offering shoppers further savings on denim clothing, including, GAP, Calvin Klein Jeans, and Levi’s who are celebrating their 150 year brand anniversary this year. Other centre brands will also be participating in promotions enabling shoppers to style their complete look.

Meanwhile, Donna Ida Thornton, who is renowned for introducing and showcasing up-and-coming and premium denim labels from around the world in her boutiques DONNA IDA in the South East of England, will provide McArthurGlen’s top denim expert tips. Thornton is a self-confessed denim addict who, after experiencing frustrating denim shopping experiences, set up her own boutique to help women find jeans that make them look and feel great, every day of the week. Thornton has become a darling of the fashion press and is a key influencer in the denim industry. McArthurGlen’s ‘The Art of Denim’ campaign plays tribute to the iconic fashion staple that transcends seasons and decades– a key foundation in the modern wardrobe, making it a great fit for the DONNA IDA philosophy.


As part of ‘The Art of Denim’ campaign, in partnership with ELLE magazine, McArthurGlen will be launching a Europe-wide search to find the best up and coming denim stylist. For the chance to win ‘The Art of Denim Award’, aspiring fashionistas will be able to upload their denim styling pictures to the Art of Denim/ELLE website using #ArtOfDenim, which will also be advertised in the October issues of the nine participating international editions of ELLE. The winner, chosen by a specially selected fashion jury, will be invited to style a McArthurGlen fashion shoot to appear in the February ELLE issues.

Kenny Murray, Centre Manager, East Midlands Designer Outlet: “The Art of Denim campaign plays tribute to an iconic fashion staple that transcends seasons, years and decades – a faithful friend and a key foundation in everyone’s wardrobe. The Art of Denim campaign is about making shopping fun and stimulating, creating a shopping experience rooted in fashion history, and one that demonstrates that our centres offer the most sought-after names in the world of fashion. It also comes at a time when denim continues to be a huge trend for Autumn/Winter.”

East Midlands Designer Outlet is the leading shopping destination in the heart of England, with over 70 high street and premium brands including Lacoste, Kurt Geiger, Jaeger and Jeff Banks, all at up to 60% less all year round.

Last year, McArthurGlen Designer Outlet centres sold more than five million items of denim-wear, that’s nearly 600 for every hour of the year.

McArthurGlen East Midland’s 5 denim styling tips 

  1. Don’t be afraid of double denim. Pair a fitted button-up shirt with a pair of dark skinny jeans for an easy outfit that’s anything but basic.
  2. This season jeans are all about the distressed look – tattered, shredded and torn. The older they look, the better.
  3. A pair of smart straight-leg jeans looks great for work when teamed with a classic shirt and stylish blazer. Pick a pair of clean lines to really emphasise your workwear credentials.
  4. Boyfriend jeans are a wardrobe essential. The relaxed oversized fit continues to make a mark on the catwalk this season.
  5. Work the crop – the new place to show off a little skin is around the ankles.

Donna Ida Thornton’s 5 denim styling tips 

pear Pear Shape

Accentuate your small waist and gorgeous wider hips by highlighting your greatest assets  and even out your proportions. Opt for high-waisted denim styles which will cinch you in and draw the eye towards your middle. You can also try a bootcut or wide leg style, which will skim over your hips, balancing out your body proportions with the kick at the bottom of the leg.

curvy Curvy Shape

If you’re curvy like Scarlett Johannsen or Christina Hendricks, try to stick to styles that flatter your natural shape rather than detract from it with plenty of structure and a little bit of give. Stick to a heavy weighted denim with a minimal amount of stretch; a lighter weight with too much give will not provide the structure that you need.


apple Apple Shape

Apple shaped girls will have the legs to carry off slim jeans, but might need to disguise their more problematic areas. Try a stretchy straight leg style, with a mid or low rise waist. Your bottom may be a little flat, so give it shape with a pair of jeans with plenty of back pocket detail.


boyish Boyish Shape

Boyish shapes tend to have slim silhouettes and can usually wear most styles of jean. You can get away with detailing such as zips and hardware; adding detail to the seat, like back pockets, is particularly good for you as it will add shape to your bottom.


long legs Petite or Long Legged Tips

Petite figures generally have beautiful proportions, just in a smaller package! High rise styles will elongate your legs and cinch-in your waist to show off your perfect proportions. If you’re long-legged, stick to mid and low rise styles, in a longer length.


Home to over 90 leading designer, premium and high street brands at up to 60 per cent less all year round, McArthurGlen’s Bridgend is Wales’ largest designer outlet boasting a number of flagship brands such as Levi’s, Lacoste, Tommy Hilfiger, Kurt Geiger, and OSPREY LONDON, which cannot be found anywhere else in the country.