Gen Z is leading a significant shift in denim fashion, moving away from the once-dominant skinny jeans, with almost half of this younger generation expressing relief that wide-leg styles are now trending. A recent poll of 2,000 females revealed that Gen Z often struggles to find comfortable skinny jeans, disliking their tight and stiff feel. This generation is credited with boosting the 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 excitement about no longer feeling compelled to wear skinny cuts.

Conversely, among the 85 percent of women who wear jeans, millennials appear more resistant to change, with 23 percent still considering skinny fits their favorite. However, across all demographics, straight-leg jeans emerge as the number one preferred style, according to 30 percent of those polled. This versatile fit is also most commonly chosen for work environments and is the style in which respondents feel most confident. Gen Z, however, is notable for driving more casual dress codes, being more than twice as likely as other age groups to wear boyfriend jeans in the office.

The research, commissioned by Matalan for its ‘Happily Denim After’ autumn campaign, aims to celebrate finding the perfect jean fit. A spokesperson for Matalan noted the evolving nature of jean preferences, especially as Gen Z enters adulthood and influences fashion trends for older generations. Despite the apprehension some may feel about trying new styles, the fact that women own an average of five pairs each highlights the importance of diversity in denim for various occasions.

Further findings from the research indicate that dark blue is the most popular jean color, followed by lighter blue and black. For many, jeans are a wardrobe staple, though the purchasing process often involves trying on an average of three pairs before making a commitment. Once a favored style is found, 66 percent tend to stick with it, with 27 percent admitting to being creatures of habit and finding it challenging to embrace new looks. Consequently, 12 percent prefer to observe how new styles look on others before purchasing. Interestingly, a quarter of respondents reported still owning a pair of jeans they've had for a decade or more.

Despite the challenges of finding the perfect fit and adapting to new styles, 45 percent of women believe jeans are the ideal clothing for transitioning from 'day to night' activities. They are worn for a wide range of occasions, from cinema visits and dog walking to coffee outings, airplane travel, and the school run. Matalan's spokesperson emphasized the universal appeal of jeans, stating they are a common wardrobe item that can be dressed up or down and are suitable for all seasons. For the upcoming autumn and winter, Matalan encourages women to explore new styles, whether pairing them with trainers for casual outings or with heels for a date night.