Gen Z are leading the charge away from skinny jeans – with almost half of them relieved wide leg is now in fashion.
A poll of 2,000 females found the younger generation struggles to find the right shape of denim trousers for their body (47 per cent) and don’t like them feeling too tight or stiff (34 per cent).
Gen Z are to thank for the rise in popularity for baggier fits, with 25 per cent claiming wide leg is their number one choice.
The youngest generation also like high waisted (31 per cent) and boyfriend (27 per cent) styles, with 26 per cent of them thrilled they no longer have to wear skinny cuts.
But of the 85 per cent of jean wearers, millennials are most stuck in their ways, with 23 per cent classing skinny fits as their favourite.
The research was commissioned by Matalan ahead of launching its ‘Happily Denim After’ [https://www.matalan.co.uk/hub/womens/denim-fit-guide.list] autumn campaign, celebrating finding the perfect jean fit, and found straight leg is the number one style according to 30 per cent of all those polled.
It’s also the fit respondents are most likely to wear to work (18 per cent) and what they feel most confident in (25 per cent).
But Gen Z are boosting casual dress codes and are more than twice as likely as any other age group to don boyfriend jeans in the office (12 per cent).
Matalan’s spokesperson said: “We enjoyed seeing the results of this denim report, as jean preferences clearly change over time.
“Especially now Gen Z are entering adulthood and finding their own styles, their favourites are having an influence on generations before them.
“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.”
The research also found the most popular colour for jeans is dark blue (74 per cent), followed by its lighter counterpart (47 per cent) and black (46 per cent).
More than half (61 per cent) claim they are a wardrobe staple, but it takes trying on an average of three pairs before committing to a purchase.
Once they’ve found the one, 66 per cent tend to stick to the same style and shop for their denim, with 27 per cent admitting they’re a creature of habit and find it difficult to embrace new looks.
As a result, if a new style is in vogue, 12 per cent will wait to see how it looks on others before buying their own.
A quarter of OnePoll.com respondents (26 per cent) are hanging onto a pair they’ve had for 10 years or more.
Despite struggles finding the right pair and embracing new styles, 45 per cent believe jeans are the ideal clothing for wearing ‘day to night’ and have worn them everywhere from the cinema (71 per cent) to walking the dog (36 per cent).
Others embrace versatile denim when going out for coffee (75 per cent), on an airplane (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.”
