Denim with a personal touch

London Denim purports to be " London 's answer to all the over-hyped, over-rated and over here LA denim brands". The label's designer Simon King has now customised his latest range of skinny jeans. They feature tattoos like those sported on beefy biceps of the Forties. Think cheesy hearts, birds and boxer dogs, but then adorning your legs.

The designs are either etched or embroidered in gold, silver, black or Swarovski crystals. Prices range from £249 and £900, depending on the type of adornment, and have their own window in Harrods during its Truly Brit-ish September campaign.

"I've been working on extreme customisation for the past four years exploring all of the different ways our jeans can be embellished to create an extreme visual impression," King told Vogue.co.uk. "London Denim is about fit and impact and when we customise one of our jeans it accentuates the silhouette to create a wonderfully extrovert statement about the wearer."