Topshop’s supermodel SS16 denim campaign, all pictures and video

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Topshop denim campaign SS16. L to R Steffy Argelich, Sophia Ahrens, Bella Hadid, Imaan Hammam, Grace Hartzel, Aneta Pajak, Marga Esquivel, Ella Richards, Malaika Firth

If you thought denim was set to have its day any time soon, the amount of effort retailers and brands are putting into their denim campaigns would dissuade you.

The latest is Topshop whose SS16 campaign sees the return of the brand’s stellar Christmas line-up, with new addition Steffy Argelich joining the gang.

The campaign aims to … well, sell lots more denim. But aside from that, it’s designed to celebrate the new generation of supermodels and shows the retailer’s customer, how to adapt their own personal shape and style to their denim.

On thing’s clear – this won’t be the season when we all stop wearing skinnies with slashed knees, and summer looks set to see another round of cut-off shorts too. But there are also some more relaxed fits for those of us who hate skinnies.

What’s particularly interesting is the lack of flares and wide cuts. Designer labels have been pushing them heavily for quite a while now but the high street has proved pretty resistant and it looks like the consumer has been too.

The pictures have just been released. Check back later for the video.

Stylist: Kate Phelan

Photographer: Giampaolo Sgura

Hair: Anthony Turner

Make Up: Val Garland

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