Welcome to the HERO SS15 daily roundup – the most important shows, themes and concepts, contextually curated for your reading pleasure. The best place to understand the week’s events in fashion.

You might’ve realised how much we love blue jeans (if you’re an avid Consume clicker). For SS15 even the most polished designers are putting their love of an enduring, rebellious classic out there.

It really began in London when Tom Ford showed one suit in a 35 look collection – the star instead was perfectly worn-in denim. Prada’s collection yesterday revolved around it, Miuccia making the look her own ideal with brown leather trim, a kind of inverse version of the satin stripe on tuxedo pants.

Gucci SS15: Look 27

Today Gucci showed paint-addled stonewash, like an artist on the run from his studio to a vernissage (immaculate Gucci horsebit loafers on foot for just the right amount of effort). Then Fendi gave leather a mottled look tricking the eye into thinking soft hide was in fact denim, a perfect upscaled counterpart to the Rome house’s Beats collaboration headphones.

Fendi SS15: Look 11

Why now? Blue jeans have simplicity and sex appeal, to paraphrase Monsieur Yves Saint Laurent, who once quoted they were a garment he wished he’d invented. They look especially fresh given a few seasons of tailored collections and the backlash against fashion week poseurs. We want substance and mystery. Jeans have inherent modesty and purpose, with plenty of space for expression. Back in London also, Craig Green made the vocabulary his own, as part of his stirring, done-up/undone flat-pack collection – we’ll have a close-up look at the showroom in Paris.

Day three began appropriately enough with Diesel, who showed their premium Black Gold label, designed by Andreas Melbostad. If you like your blue raw and on the grey side, head here – wear ‘em for six months and the patina will be entirely your own story.

Check out our roundups of Milan days one, two, and four plus London and Paris.