A recent study polling 2,000 females reveals a significant shift in denim fashion, largely driven by Generation Z. Nearly half of Gen Z respondents expressed relief that wide-leg jeans are now in vogue, moving away from the previously dominant skinny styles. This younger demographic often struggles to find comfortable skinny jeans, disliking their tight and stiff feel. Consequently, Gen Z is leading the charge towards looser fits, with 25 percent citing wide-leg as their top choice and 26 percent celebrating the decline of skinny cuts.

While Gen Z champions wide-leg, high-waisted, and boyfriend styles, older generations, particularly millennials, show more resistance to change. Among the 85 percent of women who wear jeans, 23 percent of millennials still prefer skinny fits. The research, commissioned by Matalan for its 'Happily Denim After' autumn campaign, also found that straight-leg jeans are the overall most popular style, favored by 30 percent of all polled. Straight-leg jeans are also deemed most suitable for work and instill the highest level of confidence. However, Gen Z is boosting casual office wear, being more than twice as likely as other age groups to wear boyfriend jeans to work.

A Matalan spokesperson highlighted how jean preferences evolve, noting Gen Z's growing influence on fashion trends as they enter adulthood. They acknowledged the challenge of adopting new styles and the common tendency for individuals to stick to classic favorites. The study found women own an average of five pairs of jeans, indicating a need for diverse styles suitable for various occasions.

In terms of color, dark blue remains the most popular choice, followed by lighter blue and black. Jeans are considered a wardrobe staple by over half of the respondents. However, finding the perfect pair often requires trying on an average of three before making a purchase. Once a preferred style is found, 66 percent tend to stick with it, with 27 percent admitting they are creatures of habit and find it difficult to embrace new looks. This inertia means 12 percent will observe how a new style looks on others before considering it for themselves. Interestingly, a quarter of respondents reported still owning a pair of jeans they have had for a decade or more.

Despite the challenges in finding the right pair or adopting new trends, 45 percent believe jeans are the ideal 'day to night' clothing, worn everywhere from the cinema to walking the dog, and are versatile enough for coffee outings, airplane travel, and the school run. Matalan's spokesperson concluded by emphasizing the universal appeal and versatility of jeans, encouraging women to explore new styles for the autumn and winter seasons, whether paired with trainers for casual outings or heels for a date night.