Gen Z is at the forefront of a significant shift in denim fashion, leading the charge away from traditional skinny jeans towards more relaxed and comfortable styles. A recent poll of 2,000 females revealed that nearly half of Gen Z respondents are relieved that wide-leg jeans are now in vogue. This younger generation often struggles to find the right fit in skinny denim, disliking their tight and stiff feel.

Wide-leg jeans have emerged as the most popular style for women, with a quarter of Gen Z claiming them as their number one choice. Beyond wide-leg, Gen Z also shows a strong preference for high-waisted and boyfriend styles, with 26% expressing relief at no longer feeling pressured to wear skinny cuts. This preference for baggier fits is largely attributed to Gen Z's influence.

While Gen Z embraces new trends, millennials appear more resistant to change, with 23% still favoring skinny fits. Across all age groups, however, straight-leg jeans are the top choice for 30% of those polled, often selected for work and occasions where confidence is key. Reflecting their casual approach, Gen Z is more than twice as likely as other age groups to wear boyfriend jeans in an office setting.

The research, commissioned by Matalan for its ‘Happily Denim After’ autumn campaign, highlights how jean preferences evolve over time. A Matalan spokesperson noted that as Gen Z enters adulthood and defines its own style, their preferences are beginning to influence older generations. Trying a new jean style can feel like a significant step, whether inspired by celebrities or friends and family.

The study also uncovered other intriguing denim insights. 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, yet finding the perfect pair often requires trying on an average of three. Once committed, 66% tend to stick to the same style and brand, with 27% admitting to being creatures of habit who find it challenging to embrace new looks. Consequently, 12% will observe how a new style looks on others before making a purchase, and a quarter of respondents still hold onto jeans they’ve owned for a decade or more.

Despite the challenges in finding the right pair or adopting new styles, 45% believe jeans are the ideal clothing for transitioning from 'day to night.' Their versatility sees them worn for a wide range of activities, from a trip to the cinema or walking the dog, to going out for coffee, traveling on an airplane, and performing the school run. Matalan encourages women this autumn and winter to explore new styles, whether pairing them with trainers for casual outings or heels for a date night, emphasizing jeans as an adaptable wardrobe essential for all ages and occasions.