Gen Z are spearheading the shift away from skinny jeans, with nearly half of them welcoming the trend of wide-leg fashion. A survey of 2,000 women revealed that the younger generation struggles to find denim trousers that suit their body shape (47 per cent) and dislike the feeling of overly tight or stiff jeans (34 per cent).
Gen Z is credited for the surge in popularity of looser fits, with a quarter claiming wide leg as their top choice. The youngest generation also favours high-waisted (31 per cent) and boyfriend (27 per cent) styles. However, among the 85 per cent of jean wearers, millennials are most set in their ways, with 23 per cent preferring skinny fits.
The research, commissioned by Matalan ahead of its ‘Happily Denim After’ autumn campaign, found straight leg to be the favourite style according to 30 per cent of all those surveyed. It’s also the fit respondents are most likely to wear to work (18 per cent) and feel most confident in (25 per cent).
But Gen Z is promoting casual dress codes and are more than twice as likely as any other age group to sport boyfriend jeans in the office (12 per cent).
Matalan’s spokesperson said: « Gen Z are entering adulthood and finding their own styles, their favourites are having an influence on generations before them. »
The study also revealed the most favoured colour for jeans is dark blue (74 per cent), followed by its lighter version (47 per cent) and black (46 per cent). Over half declare jeans as a wardrobe essential, though it requires testing an average of three pairs before making a purchase.
After discovering the perfect fit, 66 per cent tend to remain loyal to the same style when shopping for their denim, with 27 per cent confessing they’re creatures of habit who struggle to adopt fresh looks.
The spokesperson added: “Whether it’s a fit we’ve seen on celebrities, or something friends and family start wearing, it feels like a big step to try a ‘new’ type of jean.
“We know people have their classic favourites as well as wanting to update their wardrobes, the fact women own an average of five pairs each shows diversity and different wears for various occasions is key.”
When a new style becomes trendy, 12 per cent will observe how it appears on others before purchasing their own. A quarter of OnePoll.com participants are still clinging onto a pair they have owned for 10 years or longer.
Despite challenges locating the perfect pair and adopting new styles, 45 per cent consider jeans the ultimate clothing for transitioning from ‘day to night’ and have donned them everywhere from the cinema (71 per cent) to dog walking (36 per cent).
Others embrace adaptable denim when heading out for coffee (75 per cent), on aeroplanes (50 per cent) and on the school run (32 per cent).
Matalan’s spokesperson added: « No matter our age, fashion preferences or profession, jeans are something the majority of us have in the wardrobe which are an easy go-to. They can be dressed up or down and see us through various seasons.
« This autumn and winter we’re encouraging women to embrace new styles, whether pairing with trainers for a mooch around the shops or adding heels for a date night. »
