• by Sarah Mahoney , August 15, 2016

Whether it’s Levi’s new road-trip effort or Target’s “Dear Jeans” campaign, denim is getting personal -- taking a more comfy approach as it tries to win women back from the yoga-pants love affair.

There’s no denying that consumers adore Lululemon and other athleisure brands, says Dio Kurazawa, denim director for WGSN, which forecasts fashion and lifestyle trends. “I don't feel these customers have abandoned denim, but have found a very comfortable athletic garment that they can also wear casually.” He says that has pushed denim to evolve, with fabrics that “allows consumers to continue to experience a very comfortable denim garment when transitioning into their trusted jeans.”

And fall fashion trends include reworked denim, exaggerated volume and upsized cuts, which translate into items like oversized truckers and slouchier fits, says WGSN denim editor Samuel Trotman. A look that’s all their own is also important. “The eclectic embroideries seen on Gucci’s pre-fall collections have had a big impact on denim and this has led to a growing movement towards embellishment and customized looks,” he says.

Levi’s, for instance, just launched a partnership with Pintrill, the trendy Brooklyn-based pin store, a cross-country road trip with stops at National Parks, with the release of new pins and vintage looks. As part of its #LiveInLevis effort, it will award the one-of-a-kind jacket in a give-away. 

It even named its remastered classic, the 505 style made famous by punk icons like Debbie Harry and the Ramones, the 505-C, which stands for customized. (This version has a customized straight leg that it says is in keeping with the current endless demand for slim fits.)

Target’s campaign, called “Dear Jeans,” is meant to help women fall in love with jeans again, and includes fashionistas and bloggers penning love letters to denim, from flares to skinnies.

And despite the invasion of yoga pants into just about every part of a woman’s wardrobe, the latest research from Cotton Inc. says denim still has the edge, and are the preferred britches for errands (50%), working (32%), wanting to look good and feel good in their outfit (32%), and going out for a meal (31%). Activewear was the No. 1 choice in wanting to be comfortable (31%) and hanging out at home (31%).