Gen Z are happy to say good riddance to one particular style beloved by millennials, according to new research, with skinny jeans rejected for being too ‘stiff and tight’
Gen Z are leading the fashion revolution away from skinny jeans, with nearly half of them expressing relief that wide-leg styles are now in fashion instead. A survey of 2,000 women revealed that the younger generation struggles to find denim trousers that fit their body shape, and dislike the feeling of overly tight or stiff jeans.
While a quarter of millennials still favour skinny fits, Gen Z are thrilled they no longer have to squeeze into skinny cuts, and have been credited for the surge in popularity of baggier fits. Wide-leg jeans are their top choice, while High-waisted and boyfriend styles are also among some of the favourite styles.
The research, commissioned by Matalan ahead of its ‘Happily Denim After’ autumn campaign, found straight-leg jeans to be the preferred style for 30% of all those surveyed. It’s also the style most likely to be worn to work and the one that respondents feel most confident in.
But Gen Z is shaking up office dress codes, being more than twice as likely as any other age group to sport boyfriend jeans at work.
Matalan’s spokesperson said: “We enjoyed seeing the results of this denim report, as jean preferences clearly change over time. Especially now Gen Z are entering adulthood and finding their own styles, their favourites are having an influence on generations before them.
“Whether it’s a fit we’ve seen on celebrities, or something friends and family start wearing, it feels like a big step to try a ‘new’ type of jean. We know people have their classic favourites as well as wanting to update their wardrobes, the fact women own an average of five pairs each shows diversity and different wears for various occasions is key.”
Two thirds declared jeans a wardrobe essential, though it requires testing an average of three pairs before making a purchase. But when they are successful in finding the perfect fit, 66% prefer to stick with the same style each time they go shopping.
Many confess they are set in their ways and struggle to adopt to new trends. A quarter of women are still clinging onto a pair they have owned for 10 years or longer.
As a result, when a new trend emerges 12% prefer to observe how it appears on others before taking the step to buy their own.
Despite challenges in finding the perfect fit and adopting new trends, 45% consider jeans the perfect garment for transitioning from ‘day to night’ and have sported them everywhere from the cinema to dog walking. As well as when popping out for coffee, on a flight and on the school run.
The spokesperson added: “No matter our age, fashion preferences or profession, jeans are something the majority of us have in the wardrobe which are an easy go-to. They can be dressed up or down and see us through various seasons.
“This autumn and winter we’re encouraging women to embrace new styles, whether pairing with trainers for a mooch around the shops or adding heels for a date night.”