It’s easy to think of denim as that stiff, unforgiving fabric that, over the years, has led to one too many muffin-tops. Replay, alongside denim production iSKO, are the brand looking to destroy those connotations with their new denim range, which claims to be lightweight enough to work out in. Introducing Hyperskin, the new denim range made entirely from natural fibres that stretch when you stretch, eliminating that sense of restriction that most of us feel in our favourite denims.

The star of the accompanying campaign is none other than Irina Shayk, the Russian beauty who has walked for labels like Giles, Marc Jacobs and Givenchy. The aim of the campaign is to prove that your gym kit doesn’t need to be restricted to your favourite leggings and college sweatshirt. Shayk does this by practicing her "supermodel workout" in her new Hyperskins, an act that causes the heads of her workout buddies to literally explode. Who said you can't workout in jeans anyway?

The Hyperskin range is now available at www.replayjeans.com