All Roads Lead to Denim This Autumn

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Sep 20, 2012, 07:16 ET

LONDON, September 20, 2012 /PRNewswire/ --

The Chic Outlet Shopping^® Villages celebrate a fashion staple with the launch of 'Destination Denim'

The effect of a truly smoking pair of jeans is instantaneous - they'll take you anywhere. And fast. Worn as daring as you like, with an attitude to match, they are the ground-breaking invention upon which fashion has revolved. Rocking and rolling with every vogue, season and trend, we celebrate our rebellious wardrobe leader.

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Powerful denim underlies every jagged line that fashion's edgy side follows and this autumn the Collection of nine Chic Outlet Shopping^® Villages that orbit Europe's most fashionable cities present 'Destination Denim'.

The mission is to equip sassy shoppers with desirable denim, and it starts before you even get there. The seductive, Kerouac-heady 'Destination Denim' film, allows you to choose your own ending, thereby embarking on the journey towards your true denim identity. Are you a Chic Angel, rebellious and volcanic in your distressed G-Star Raw skinnies? Or are you a Denim Dandy, charismatic and alluring in sophisticated 7 For All Mankind classics? In this video, as in life, you choose your own destiny.

If you're spending a weekend people-watching in Barcelona and Madrid, look out for denim-clad vixens riding Harley Davidsons between clubs and city landmarks, inviting visitors to La Roca Village and Las Rozas Village to indulge in savings of 15% on all denim products and the chance to win a five-day road-trip along the biker heaven of Route 66.

Bicester Village - an hour from London - will be hosting a Denim Clinic, identifying every fashion ailment and treating them with styling expertise.

At Munich's Ingolstadt Village and Frankfurt's Wertheim Village, things get serious when the Denim Police are on patrol. The Villages will also be inviting guests to customise their denim while providing directional tips.

Stylists and bloggers at Fidenza Village, just outside Milan, will be revealing how the pros do denim against a backdrop of eye-catching installations by some of Italy's most inspirational contemporary artists. Plus, with additional savings of 15% at participating boutiques, there's no excuse not to put their advice into action.

At the crossroads of Germany, Belgium and the Netherlands, Maasmechelen Village is opening its 'Denim Garage' to showcase its expansive collection of leading denim brands. Customisation is key with stylists on hand to turn the simplest look in to a glamorous, edgy outfit.

Within a selection of the Villages the gleaming flanks of Harley Davidsons will be on display to remind shoppers that denim will always be cool, timeless and a little bit dangerous. And with the most influential international labels available with reductions of up to 60%, not to mention double points for frequent flyers with Etihad Airways and Cathay Pacific and up to five-fold mileage for members of the Lufthansa Miles & More frequent Flyer programme, for the duration of 'Destination Denim', the skies, the seas, the roads and the world is your oyster. It's time to rev things up…

About Chic Outlet Shopping^®

Chic Outlet Shopping^® is the Collection of luxury outlet Villages by Value Retail, the only company to specialise exclusively in the development and operation of luxury outlet shopping Villages. The Villages offer the authentic previous seasons' collections of leading luxury fashion and lifestyle brands with savings of up to 60%, and sometimes more, on the recommended retail price, all year round. Within easy reach of some of Europe's and China's favourite gateway cities - London, Dublin, Paris, Madrid, Barcelona, Milan, Bologna, Brussels, Antwerp, Cologne, Frankfurt, Munich and, coming soon, Suzhou and Shanghai - the Villages are synonymous with high fashion, superior service and hospitality, a calendar of celebrated events, and exceptional value for money. Located in regions of cultural and historic renown, the Villages have become international tourist destinations in their own right. Value Retail's new venture to bring its distinctive Chic Outlet Shopping^® Villages to China will see its first Village - Suzhou Village™ - located in historic Suzhou, 50 miles west of Shanghai. As with other members of the Collection, Suzhou Village™ will be defined by its offer of international luxury fashion and lifestyle brands, together with an exceptional level of service.