A recent study polling 2,000 females reveals a significant shift in denim fashion, spearheaded by Generation Z, who are actively moving away from skinny jeans. Nearly half of Gen Z respondents expressed relief that wide-leg jeans are now in vogue, citing difficulties in finding the right fit for their body shape and discomfort with tight, stiff denim.

This younger generation is primarily responsible for the surge in popularity of baggier fits, with 25 percent identifying wide-leg as their top choice. They also favor high-waisted and boyfriend styles, with 26 percent expressing enthusiasm about no longer feeling compelled to wear skinny cuts.

While Gen Z champions looser styles, millennials, who represent 85 percent of jean wearers, appear more resistant to change, with 23 percent still favoring skinny fits. However, the overall most popular style across all demographics is straight leg, chosen by 30 percent of those polled. Straight-leg jeans are also the preferred style for work and the one in which respondents feel most confident. Interestingly, Gen Z is boosting casual dress codes, being more than twice as likely as other age groups to wear boyfriend jeans in an office setting.

Photo Credit: BBC

The research, commissioned by Matalan for its ‘Happily Denim After’ autumn campaign, highlights how jean preferences evolve over time. A Matalan spokesperson noted the influence of Gen Z as they enter adulthood and establish their own styles, which in turn impacts older generations. The study also found that dark blue is the most popular jean color, followed by lighter blue and black.

Jeans are considered a wardrobe staple by over half of respondents, though finding the perfect pair often requires trying on an average of three before purchase. Once a favored style is found, 66 percent of women tend to stick to it, with 27 percent admitting to being creatures of habit and hesitant to embrace new looks. Consequently, 12 percent will observe how new styles look on others before making a purchase.

Despite these challenges in finding and adopting new styles, 45 percent believe jeans are ideal for 'day to night' wear, suitable for various occasions ranging from cinema trips to dog walking, coffee outings, airplane travel, and the school run. The versatility of denim, easily dressed up or down for different seasons, continues to make it a cherished wardrobe item.