They are cheaper than their Rock and Republic counterparts . . . in the 300 rather than 500 price range . . . but some critics, including her old bosses at Rock and Republic, are calling them cheap and tacky. Rock and Republic distributor Robert de Keyser told the Sun last week: "The new Beckham range appears to be seriously overpriced for a line made out of a cheap fabric. Whatever Victoria learned from Rock and Republic appears to have been lost."

But Posh is ignoring the critics: "I wanted to achieve an elegant, tailored feel ensuring the jeans sit flat. The idea is that they embody the values of the Californian jet-set lifestyle."

Meanwhile, BT unveiled its autumn-winter collection last week and top of the other new denim brands were Rich and Skinny, best-known for its coloured jeans, and Aussie vintage label 18th Amendment. There is also a small selection of the Sienna Miller label 28/12 denim instore, featuring high-waisted and ultra-skinny denim for the new season.

"Washes in the main are lighter in colour, although black denim is also a new trend.

And we've seen the start of the coloureddenim trend in neons and brights and mostly in the skinny fit and with hard-edge details such as ankle zips or full zips down the side, " says BT buyer Karen Higgins "This season the boyfriend jean is back. It's a very relaxed style, best worn casually with flats or flip flops, " she says. "Another major trend is the high-waisted jean in two fits:

think Charlie's Angels, best worn with a high heel, or the high-waisted skinny, which is really only for the limited few . . . eg the tall and skinny!"