Gen Z is at the forefront of a significant shift in denim fashion, spearheading a move away from the once-dominant skinny jeans. A recent poll of 2,000 females revealed that nearly half of Gen Z respondents welcome the rise of wide-leg styles, citing difficulties in finding comfortable skinny jeans that fit their body shape without feeling too tight or stiff. This younger generation is largely credited for the increasing popularity of baggier fits, with a quarter of them specifically naming wide-leg jeans as their top choice. Beyond wide-leg, Gen Z also favors high-waisted and boyfriend styles, with 26 percent expressing relief at no longer feeling compelled to wear skinny cuts.

While Gen Z champions new trends, other generations show more adherence to traditional styles. Of the 85 percent of individuals who wear jeans, millennials tend to be more set in their ways, with 23 percent still considering skinny fits their favorite. However, when looking at all demographics combined, straight-leg jeans emerge as the number one style, preferred by 30 percent of those polled. This style is also the most likely to be worn to work and is associated with feeling most confident. 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.

This research was commissioned by Matalan in anticipation of its ‘Happily Denim After’ autumn campaign, which aims to help customers find their perfect jean fit. A Matalan spokesperson noted the evolving nature of jean preferences, especially as Gen Z enters adulthood and establishes its own styles, subsequently influencing older generations. The spokesperson acknowledged that trying a