With styles spanning tulle embellished skinny jeans to destroyed Mom jeans, Topshop has found its groove in denim.

Refinery29 reported that over the past year Topshop has sold one pair of jeans every 10 seconds, globally, while its flagship on London’s Oxford Street sells one pair of jeans every minute.

For Spring ’17, the fast fashion brand is vying for the attention of Generation Z, with a campaign starring Kate Moss’ younger sister, Lottie Moss, and Victoria Secret Angel Stella Maxwell.

The collection returns to basics, focusing on skinny ankle, slim relaxed boyfriend, authentic straight and high-waisted skinny fits. Topshop takes a page out of Gap’s playbook by styling its denim line with 90s-era cropped T-shirts, tanks and hoodies.

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