Lucky Brand is the new go-to place for beautiful denims, trust me on this one!

I was completely spoilt to a personal consultation with Melissa & Eric who were in Cape Town (from The States) to introduce us to the incredible denim brand called Lucky Brand which has just launched in Edgars stores nationwide.

I find jeans shopping daunting to say the least, so when I do end up finding a pair that fit well and are comfortable I get very excited. Eric and Melissa asked me exactly what I was looking for in a pair of jeans, my answers were as follows:

Comfort

Subtlety – no bold branding, no intricate details (embroidery or embellishments)

Fit

If, like me, you want your jeans to look understated and just fit beautifully then Lucky Brand is definitely worth looking at. I tried on a few pairs and decided to go with the Lolita and the Boyfriend style. The first being a well fitted, dark skinny which is great for work and nights out (I have worn these non-stop) and the second being a lighter boyfriend style that are insanely cool for casual wear or to be dressed up. The Boyfriend pair also has a tapered skinny-like leg which made them that much more flattering.

The number one thing that sticks out to me with every Lucky Brand pair of denims that I tried on is the feel of the denim; it is so soft you literally would be comfortable lying on the couch at home in them. I usually only wear Diesel jeans, which I love,  but have to say that comfort-wise I take them off as soon as I get home and slip on some pyjama bottoms instead. Lucky Brand, however, ticks both boxes – style/fit and comfort.

The below stores have a Lucky Brand concession – seriously, go check it out. I can honestly say that I have not taken mine off since receiving them and will continue to be loyal to the brand, they truly do make wearing denim very easy and comfortable (and obviously effortlessly stylish too).

Lucky Brand Store-in-stores at Edgars

Sandton, Fourways, Woodlands, Clearwater, Tygervalley, Eastgate, East Rand Mall, Westville, Gateway, Menlyn, Melrose, The Glen, Greenacres, Canal Walk, V&A, Menlyn, Highveld Mall, Loch Logan

Lucky Brand Standalone store

Eastgate