This month while we hang on the "edge of cool" who better than the eternally cool Alexa Chung to feature as our first denim muse. A bonafide style icon of her generation, Alexa Chung has been influencing a generation with her distinctive and classic style choices.

Alexa is a denim lover like us here at The Denim Eye, and joins us in our belief that denim is the cornerstone of any wardrobe - from wardrobe staple skinnys to vintage cut offs and effortsley cool pinafores we've seen her in it all. Her flare and influence for style, saw her move into design with SS15 hailing the launch of her first denim collection in collaboration with L.A. based denim brand, AG Jeans. Chung created a collection of cool collection of 21 pieces, creating in her words her "dream denim wardrobe".

Salutations to this British denim style icon.

Geometry and clean lines are essential for contemporary denims. Shapes not normally associated with jeans-wear lend a higher fashion attitude. Architectural influenced structure. Unusual and clever cutting. Simple clean dark denims, coatings make a difference. Ecru and white play key roles alongside dark indigos. Gathering and layering increase the role of lighter weights. Simple neat chic and tidy. Minimal style detail just clean cuts. Urban denim pieces work across all fashion. Combine denim and leather in unusual combos. Coating lends an edge to sharp tailoring.

Coated denims live alongside laundry- coated denim, each have their own reason to be. Coatings on fabrics can change the colour, lock in the colour, and add body and volume. Coated jeans can be more soft and supple with discrete or high shine in any colour. Coated jeans allow inventory flexibility. Coatings achieve impermeability with breathability for functional denim. Shine is less obvious and leathers more real. Lustre and glow rather than high shine. Coated jeans with front crease for urbanites. Sleek and slick denims gain a city edge with coated finishes.

Linear, clean, structured urban masculine patterns in dark indigo-laser achieved. Straight and simple,no wear and tear-keep it clean and simple. Light coating for clean shapes. Permanent front crease washes white in the laundry.

Fine warp lines, slubs not streaks. Cords and piques, suiting dobbies. Light stretch for slim, not tight shapes. Light coateds with discrete shine. Blues are dark to bright. Tweed denims with discrete slubs. Neps and nubs plus light stretch. Mini patterns and new dobbies. Marled and mélange warps and wefts.