Gen Z is at the forefront of a significant shift in denim fashion, leading a strong move away from the once-dominant skinny jeans. A recent poll of 2,000 women revealed that nearly half of Gen Z respondents welcome the return of wide-leg styles, citing difficulties in finding comfortable and well-fitting skinny denim that isn't too tight or stiff. This younger generation's preference for looser silhouettes is reshaping the denim market, with 25 percent identifying wide-leg as their top choice. Additionally, high-waisted and boyfriend styles are also gaining traction among Gen Z, with 26 percent expressing relief at no longer feeling obligated to wear skinny cuts.

While Gen Z champions baggier fits, the study, commissioned by Matalan for its 'Happily Denim After' autumn campaign, also highlighted broader denim preferences across age groups. Among all jean wearers, straight-leg jeans emerged as the number one style, favored by 30 percent of those polled. This classic fit is most commonly chosen for work and is associated with feelings of confidence. However, millennials, who represent 85 percent of jean wearers, tend to be more resistant to change, with 23 percent still considering skinny fits their favorite. Despite this, Gen Z is actively influencing casual dress codes, being more than twice as likely as any other age group to wear boyfriend jeans in an office setting.

A Matalan spokesperson noted the evolving nature of jean preferences as Gen Z matures and establishes its own style, which is subsequently influencing older generations. The transition to a new jean style can feel like a significant step, often inspired by celebrities or friends. The research indicated that women own an average of five pairs of jeans, underscoring the importance of diversity and different styles for various occasions in their wardrobes. Dark blue remains the most popular color for jeans, followed by lighter blue and black, cementing their status as a wardrobe staple for over half of respondents.

Despite the ubiquitous nature of jeans, finding the perfect pair can be a challenge; on average, women try on three pairs before making a purchase. Once a preferred style is found, 66 percent tend to stick with it, with 27 percent admitting to being creatures of habit who find it difficult to embrace new looks. Consequently, 12 percent prefer to observe how new styles look on others before investing. The enduring appeal of denim is also evident in the fact that a quarter of OnePoll.com respondents still own a pair of jeans they've had for a decade or more.

Despite these purchasing hurdles and resistance to new trends, 45 percent of women consider jeans the ideal clothing for transitioning from 'day to night,' wearing them for diverse activities ranging from cinema visits and dog walking to coffee outings, airplane travel, and the school run. Matalan encourages women to embrace new styles this autumn and winter, highlighting the versatility of jeans for both casual outings with trainers and more formal date nights with heels, solidifying their role as an adaptable and essential wardrobe item regardless of age, fashion preference, or profession.