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White House Black Market Bets on Classic Black Denim for Fall

Fall fashion may look different this year as consumers continue to work-from-home and put a pause on large social gatherings, but some things always remain in style.

This fall, women’s fashion retailer White House Black Market is centering its denim focus on black jeans for under $100—a staple that speaks to the growing demand for enduring, seasonless style.

“Black denim is always a popular choice for a women’s retailer as it is part of our DNA,” said Kirsten Bowen, White House Black Market senior vice president, merchandise and design. “The beauty of black denim is that it is versatile so it can be dressed up and down.”

The fall collection includes a variety of silhouettes including skinny, bootcut, straight, slim and flare. Many styles also feature elevated accents including faux-leather piping, wide self-belts, patch pockets, D-ring accents and exposed zippers and buttons. Embellished denim, Bowen added, is important in terms of trend and will continue to rise through 2021.

“Our customer is responding to the different treatments we have in black such as faux-leather and coated denim, as well as multiple leg shapes from slim to flare,” she said.

Along with black denim, White House Black Market offers a wide selection of indigo denim for fall, with washes equal to premium labels that are three- to four-times the price, Bowen added. By working with “leading denim experts,” she said the brand is pushing innovation in fabrics, treatments and fits.

High rise is White House Black Market’s longstanding best-selling jeans fit. Bowen said consumers like how the fit “holds you in and always looks pulled together.” However, in terms of leg shape, the brand is seeing a noticeable shift away from skinny into flare and straight styles.

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Though loungewear has become part of the pandemic uniform, Bowen said the White House Black Market consumer continues to buy denim. The brand’s jeans, she said, offer the comfort of leggings, “but a far more pulled together, classic look that only a great pair of jeans can provide.”

To address consumers’ more casual work-from-home lifestyles, White House Black Market is emphasizing its denim stretch and comfort qualities. Jeans, ranging in sizes 00-18, feature bi-stretch technology and a soft hand feel that allows the wearer to move while holding the garment’s shape.

“Right now comfort is key, but people are already becoming tired of wearing loungewear every day and are feeling the need to dress up again,” Bowen said. “This is why we made sure our latest collection provided all day comfort with the softest stretch denim.”