Steve Zades wants you to demand more from your denim. "If you could just dream for a moment," asks Zades, the vice-president of global innovation at VF Corporation, which owns brands including Lee, North Face and Vans, "What would you want your jeans to do for you?"

Before you heckle "babysit!", think more along the lines of real-life Snapchat filters: maybe you'd like to look taller and slimmer, perhaps curvier, more athletic. Technological advances have emboldened brands to claim jeans can do just that. Or, as Zades puts it: "What your clothing can deliver is really changing."

The Telegraph London