A recent poll of 2,000 females indicates a significant shift in denim preferences, with Generation Z leading the charge away from traditional skinny jeans. Almost half of Gen Z respondents expressed relief that wide-leg styles are now in fashion, citing struggles to find comfortable fits that aren't too tight or stiff for their body shapes. This younger generation is primarily responsible for the rise in popularity of baggier denim, with 25 percent identifying wide-leg as their top choice. Additionally, Gen Z favors high-waisted and boyfriend styles, and 26 percent are particularly pleased to no longer feel obligated to wear skinny cuts.

Conversely, among the 85 percent of women who wear jeans, millennials appear to be more resistant to change, with 23 percent still considering skinny fits their preferred style. Despite generational differences, the research, commissioned by Matalan for its ‘Happily Denim After’ autumn campaign, revealed that straight-leg jeans are the most popular style overall, chosen by 30 percent of all polled individuals. This fit is also the one most respondents are likely to wear to work and feel most confident in. However, Gen Z is actively promoting more 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 commented on the evolving trends, noting that