Marks & Spencer, which sells 15 pairs of jeans every minute, plans to launch its first denim-based TV campaign besides doubling its marketing budget for an ad campaign. The brand plans to double on its “killer categories” of denims which also includes knitwear and sleepwear.

This is the third marketing campaign for M&S Denim in less than a year. It is designed to spotlight the progress and strength of M&S’s denim business focusing on style, fit and value.

M&S has reenergised its denim business recently by incorporating new styles and products like the “Harper” cigarette cut jean into the category. One of its new women’s styles, the “Ivy” skinny jean, is already a bestseller, prompting M&S to release a brand-new women’s style for the spring campaign known as “Magic Jeans. These jeans have a slimming effect thanks to high waists with gap-proof waistbands, “flattering tummy technology,” and bi-stretch denim. In fact, skinny jeans are the most popular cut at M&S and almost 300,000 pairs of its Ivy style sold between October and December of 2019 at a price of 19.50 pounds.

Men’s wear is more focused on old-school aesthetics, and M&S is taking on the trend with a Vintage range, selling for 29.50 pounds ($38.34) in three fits: skinny, straight and slim. Skinny styles are also increasingly popular among men with sales of the cut increasing by more than 150 per cent, year-over-year.