FASHIONISTAS looking for the perfect pair of jeans need look no further than the new M&S superstore at Cheshire Oaks.

This month the store will launch the new Body Shape Denim jeans for women – which focus on shape rather than size to achieve the perfect fit jeans.

Using the specialist body scan measurements of more than 10,000 UK women, M&S has created three custom-fit jeans said to flatter the majority of women’s body shapes.

Each style is determined by the variations in waist to hip ratio, taking into account the differing proportions of women’s bodies.

Customers can choose from three pairs of Body Shape Denim jeans that complement their figure most effectively, determined by subtracting waist measurement from hip.

The Eva jean is designed for pear-shaped women with a small waist and curvy hips, the Marilyn jean for hourglass figures such as a well-defined waist and shapely legs and the Lana jean for apple shapes with a fuller waist and slim hips.

Research conducted by M&S found a large proportion of women feel it is challenging to find a pair of jeans they feel 100% comfortable in.

Karl Knight, head of innovation and quality at M&S, said: “As the most worn items of clothing in the world, it is important denim jeans offer our customer the most comfortable and flattering fit possible.

“We have been working with internationally renowned body scanning technology to ensure that the measurements of our Body Shape Denim styles are designed to flatter all shapes and sizes.”

The three styles of Body Shape Denim for M&S Woman are available now in a straight leg, indigo wash in sizes 8-22 at £25 each. To celebrate the launch of the Body Shape Denim, a body scanner will be touring the UK to help customers find their most flattering style and aid their search for the perfect jean.