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Selfridges & Co Ltd

August 2010

August 23, 2010

THE DENIM DETECTIVE

 The Denim Detective:

The Mission – Review the Bodymetrics Denim at Selfridges.

The last time I visited Bodymetrics was back in 2006 when they were offering “made- to -measure jeans”  using revolutionary body scanners. This time my mission was to see how the Bodymetrics brand had developed and find out about their new “body shape” Jeans.

Based on the Bodymetrics expertise in body scanning from analysing 10,000 body scans they have identified three jeans shapes named Emerald, Sapphire & Ruby.  Working with US premium denim brand Serfontaine to design jeans specifically for theses jean shapes  I found the selection of jeans vast with different leg shapes, styles and washes in all three jean shapes

Like a true denim detective I was led by Laura a jean consultant into the room that housed the scanner .She explained I needed to remove my clothing, jewellery and bra! (I could keep my knickers on) Stand on the foot markers, press a button and the scan started. Just one scan and all my body measurements were instantly taken and recorded.

After dressing I joined Laura at the till and she showed me on a screen the 3d scan of my body, it was definitely me and showed my exact shape! By looking at the scan she was able to tell my jean shape and the size I needed to try on. Emerald shape size 26,  I decided to test Laura’s insight into my shape and what would suit best so I asked her to make the choice for me.  She came back with only two pairs of Serfontaine both straight legs in a dark wash.  A good choice I thought.

Surprisingly they both fitted like a glove. I preferred the styling of one more than the other and Laura suggested I go down a size due to the stretch factor. A good call. In under an hour I had been scanned, tried three pairs on and found a perfect pair.  A  sweetheart drainpipe, straight body style with a mid rise in a dark stretch denim. They were such a good fit, they could have been made for me! 

The conclusion: The Bodymetrics scanner combined with the option of being one of the three jeans shapes totally eliminates the bad fitting jean. Cuts down on the time spent in the changing room and gives the option of the best possible fit available.  All this coupled with the denim technology of Serfontaine makes the service in my opinion the closest to perfect fitting jeans available today.

What’s your Jean Shape?

  1. Emerald - Cut straight across the waist and hip. Narrow through the thigh for an ultra modern silhouette.

  2. Sapphire – Moderately contoured from the waist though the thigh for a timeless classic shape.

  3. Ruby – Contoured to shape and flaunt your feminine curves.

Price £195 -sizes 23 to 34.

 Celebrity fans include Donnatella Versace & Lily Cole.


Exclusively at...
Selfridges

3rd Floor Oxford Street
Denim Wall, Europe's
largest Jeans bar.

MapGet Directions

Call 0844 855 0084

customer@bodymetrics.com

www.bodymetrics.com

August 21, 2010

HOW TO - BUY JEANS ON-LINE

 
Love jeans but hate jeans shopping?  Faced with too much choice and not enough guidance makes buying jeans on the high street an uphill struggle. Online it’s a whole different story these days as e-tailers such as net-a-porter.com , my-wardrobe,and ilovejeans.com have created specialist denim area’s to give much needed help  to make a successful denim purchase. Stylists are on hand via email or by phone to answer your denim dilemma. Specialist denim boutiques Donna Ida and Trilogy have between them a string of stores but still offer an online presence.

Finding a good fitting pair of jeans can be an enlightening experience. Knowing where to look starts here.
 
1. What’s your body shape? When searching for jeans the goal is getting a great fit. By knowing your body shape will determine which leg style will suit your shape.  This is the foundation for  great fitting jeans, then every thing else follows. Not sure - click here
2. Choose the leg style that will suit our body shape. Apple – straight leg, Curvy – boot cut & wide leg, Fuller figure – boot cut & wide leg, Petite – skinny & straight leg, Long & Leggy - all leg shapes! 
3. Which Rise?  The measurement from the top of the waistband down to the bottom of the crotch seam is known as the Rise. Again this depends on your body shape so check the measurements of the jean online to see where the rise will sit when on. A mid rise is approx 8.5”and will sit just below the belly button. If you have a favorite pair and want the same rise, lay the jean flat and measure from the crotch seam to the top of the waistband to get the measurement.
4. Which leg length?  Depending on the brand of jean they may have a selection of leg lengths. Choose your nearest length.  Don’t rule out a style just on leg length as it maybe a great fit and easy to shorten.
5. Which size?  This is tricky a lot denim brands tend to work to their own sizing. Often the e-tailer will give size & fit notes of the jean so you will know if the jean is true to size or to go down a size ect. If unsure call or email the e-tailer and ask. Jeans from the US tend to come up a size bigger due to vanity sizing to make the customer feel good about getting in a smaller size!
6. Purchasing the jean: Check the e-tailers returns policy and the timing on returning goods. Good etailers offer free returns and possibly free shipping for a limited time. If still unsure of the size then purchase one of two sizes to make sure your purchase will not be in vain.
7.Jeans arrive!: When trying on your jeans at home be sure to have your shoes at the ready as putting on a pair of heels  with your jeans lengthens the leg and gives a ready to go look.
 
Sam Remer is the founder of ilovejeans.com – The online denim destination.
To find which body shape click on Know Your Denim at www.ilovejeans.com
http://www.ilovejeans.com/know_your_denim/