Viral denim trends tend to be clickbait to the extreme—denim underwear, jeans with plastic panels, mud-stained washes and skinnys with most of the leg missing. However there are no gimmicks to the latest denim trend that is gaining traction via social; this style is just getting attention for being really good. Arguably the most widespread trend of 2019 so far is beige outfits—Man Repeller in New York has called this dressing like a stick of butter, but fashion writers here alternate between using a tray of biscuits or a cup of tea analogy. This dominant colour palette has of course made its way into denim, with ecru and off-white jeans being a little softer than bright white jeans.

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