If there’s one item of clothing that manages to be a classic staple of a woman’s wardrobe while simultaneously striking fear into her heart, it’s a pair of jeans.

While denim is a mainstay of most people’s wardrobes, it’s fair to say that not all jeans are created equally. Trying to find a pair that are flattering, trendy, comfortable, and that can accommodate your unique body type and measurements, can be a nightmarish quest. It’s a journey sometimes filled with abandoned changing rooms full of jeans with saggy knees, too-tight thighs, baggy waistbands, and of course, the scourge of women’s clothing: no pockets.

Step forward Simply Be Denim, the new and extensive jeanswear collection from size-inclusive fashion brand, Simply Be. While harnessing the universal appeal of great denim, the theme of the campaign has the individual in mind: My Genes, My Fit.

Created with the firm belief that the best pairs of jeans are the ones so comfortable they feel like second skin, this collection features jeans that can fulfil all your needs - whether you’re looking for a pair that are cool and casual, smart and sophisticated, or ready to party on the dancefloor.

Simply Be Denim: My Genes, My Fit campaign features models Priscilla Higgens, Sarina Nowak, La’Tecia, Kelly Moran and Natalie Nootenboom wearing five styles from the collection, including Boyfriend, Bootleg, Straight Leg, Cropped and Skinny. The collection is also body positive, knowing that all women, regardless of their size, deserve to look and feel fantastic - and a figure-flattering pair of jeans is a great place to start! With sizes 10 to 32 included and a range of additional styles, cuts and colours, Simply Be Denim has jeanswear looks all sewn up, with a focus throughout the collection on great fit.

And while denim is always in style, this season has seen designers embrace the trusty fabric and bring it to the runways in new ways. Stella McCartney came over all patriotic, emblazoning her light-wash jeans with blue and white stars just in time for July 4 celebrations in the States, while Isabel Maurant Etoile deconstructed denim to create some frayed and flowing skirts. Vetements X Levi’s also reworked some jeans, using scraps of vintage Levi’s to create new, reworked denim jackets. Alexander Wang kept it classic, featuring cropped faded midrise jeans on the runway, while style icon Kate Moss was seen rocking bootleg jeans, indicating that the gently flared style may be having a comeback.

No matter what your preferred jean style, Simply Be Denim has got you covered, so you can worry less about finding a great pair of jeans - and focus on just enjoying them!