Skip to main content

Erdem and Universal Standard Democratize Designer Denim

A new designer collaboration gives women who wear a size 40 the opportunity to wear a high-end British label.

Universal Standard, the size-inclusive brand that serves women sizes 00-40 equally, combined its expertise in fit with the creative forces of Erdem, the U.K. fashion house known for its feminine silhouettes and fairytale-like flourishes. Together, the brands created an eight-piece collection anchored in white and indigo denim that merges notions of romance and utility.

Both themes align with the current demand for both functional and escapist fashion. The capsule collection consists of two different styles of jean—a wide legged boyfriend jean and a high-waisted skinny jean with a double button sailor front—a denim boiler suit, a deconstructed denim skirt, a shirt dress and two floral print cotton blouses.

Though jeans are not new to Erdem, the collection pushes the design house out of its comfort zone of ethereal fabrics and into the world of size-inclusive denim—and now may be the perfect time to do so. New data from product intelligence company Trendalytics pointed to denim as a “major focus” for the plus-size consumer. Specifically, cropped, boyfriend, boot-cut and mom jeans are among the styles seeing an uptick in searches.

Erdem’s creative touches, however, are evident in the romantic undertones found throughout the capsule collection such as ruffles and smocking. The details nod to the Regencycore looks that swept the spring and fall runways—a trend inspired by the Netflix hit “Bridgerton” and consumers’ renewed interest in traditional and modest fashion.

It also marks Erdem’s entry into a more accessible price point. While floral boyfriend jeans in the brand’s Spring 2020 collection retail for $540, the Erdem x Universal Standard collection retails for $120-$198.

Related Story

“There’s a beautiful universality in denim and with careful design you can achieve a wonderful permanence,” said designer Erdem Moralıoğlu. “Fashion for everyone means designing consciously beyond the boundaries of shape or trend.”

This is Universal Standard’s fifth brand collaboration as it continues its efforts to democratize fashion, in terms of design, price, inclusivity and availability. The brand previously partnered with brands like Rodarte, J.Crew and Adidas.

“We want the industry to keep witnessing that size equality is the only way forward,” said Alexandra Waldman, Universal Standard co-founder and chief creative officer. “Access for all doesn’t end with Universal Standard. Together with Erdem, we aim to change the way fashion looks for all of us and the way we look at fashion. This is to the benefit of the industry, the consumer and the idea of fashion equality.”

The Erdem x Universal Standard capsule collection is now available exclusively on