The campaign, which aired for the first time today, is M&S’ third marketing initiative on denim in less than a year and aims to highlight style, fit and value.

M&S is the market leader in denim womenswear but only ranks fourth out of the top 21 retailers when consumers are asked to name a brand for denim.

The category has been improved by womenswear and kidswear director Jill Stanton and menswear director Wes Taylor, who have spearheaded the introduction of new fits such as a ‘cigarette cut’ jeans and sustainable products such as jeans including polyester made of recycled plastic bottle tops.

The retailer said operational improvements to improve availability should ensure customers can get the style and size they want as the campaign stimulates demand. There is now “a more even spread across the most popular sizes”, which have been bought in greater depth than previously to ensure product has strong availability in the key campaign period.

M&S said such changes helped lift denim womenswear sales 10% overall year on year, and 30% over the Christmas period.

Stanton said: “Denim is a staple in all of our wardrobes and we know if we get the product right it hits a sweet spot. Our denim business is going from strength to strength and this campaign is a celebration of that – we know if we can get more customers trying on our jeans they will fall in love with our style, fit and value. This is about more stylish product, in bigger volume at better value – with sales up double digits, we’re proud to be making the big even bigger.”