in CultureWords By Alexandra Pauly
Getty Images / Paul Zimmerman
TikTok's ongoing efforts to hold skinny jeans accountable for the harm they've inflicted on our closets and leg circulation have culminated in a verdict I think we can all agree on: straight-leg jeansreign supreme.
According to data recently published by market research firm NPD Group, straight-leg denim — now the top-selling fit among women in the U.S. — has finally usurped skinny jeans.
Maria Rugolo, an NPD Group apparel industry analyst, attributed preference for looser denim to our collective shift towardscomfortable clothing, a trend accelerated by the pandemic.
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Interestingly, younger consumers are more likely to eschew skinny jeans than, say, baby boomers. In fact, NPD Group found that people born between 1946 and 1964increased their skinny jean spending between 2019 and 2021.
On the flip side, Gen Z'ers preferstraight-leg jeans, followed by relaxed, wide, and boyfriend fits.
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While NPD Group didn't directly link the decline of skinny jeans to TikTok, the platform — beloved by those born between 1997 and 2012 — is home to a slew of videos piling on to tight denim, declaring the fit "canceled," "cringe," and "cheugy."
Given Gen Z's influence on retail and spending habits, I wouldn't be surprised if their skinny jean slander had something to do with the decline of body-hugging denim.
Even Millennials,oncestaunchly pro-skinny jean, seem to have conceded. According to NPD Group, Millennial-focused retailers reported the highest occurrence of mom jeans selling out.
Like it or not, you probably have Gen Zto thank for your new favorite pair of jeans.
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As an enthusiast with a profound understanding of fashion trends and cultural shifts, my expertise in this domain allows me to delve into the intriguing dynamics of the ongoing battle between skinny jeans and their newfound rivals. A year ago, Alexandra Pauly illuminated the seismic shift in denim preferences, and I am here to dissect the evidence presented in her article, drawing from my comprehensive knowledge of the subject matter.
The article, published on Highsnobiety, revolves around TikTok's substantial impact on fashion, specifically the dethroning of skinny jeans by straight-leg denim. The key piece of evidence supporting this transformation comes from market research firm NPD Group, whose data indicates that straight-leg jeans have now become the top-selling fit among women in the U.S. This shift is not merely a fleeting trend but reflects a broader change in consumer behavior.
Maria Rugolo, an analyst from NPD Group, lends her credibility to the narrative by attributing the rise of looser denim to a collective move towards comfortable clothing, a trend accelerated by the pandemic. This insight is crucial in understanding the context and the driving forces behind the surge in popularity of straight-leg jeans.
What adds a layer of complexity to this trend is the generational divide in denim preferences. The article highlights that younger consumers, particularly those belonging to Generation Z, are more inclined to reject skinny jeans compared to their baby boomer counterparts. Gen Z's affinity for straight-leg jeans, followed by relaxed, wide, and boyfriend fits, serves as a testament to the evolving tastes within the fashion landscape.
TikTok, the cultural epicenter for Gen Z, is implicated in the decline of skinny jeans, even though NPD Group doesn't directly establish a link. The platform, beloved by those born between 1997 and 2012, hosts a plethora of videos criticizing tight denim and deeming the fit as "canceled," "cringe," and "cheugy." This anecdotal evidence, while not a direct causal link, aligns with the broader trend observed by NPD Group, suggesting a potential influence of social media on fashion preferences.
The article also notes that even Millennials, who were once staunch advocates of skinny jeans, seem to have conceded to the changing tide. NPD Group reports that retailers catering to Millennials have witnessed a surge in the popularity of mom jeans, indicating a shift in their preferences.
In conclusion, the evidence presented in this article, supported by NPD Group's research and insights from industry analysts, underscores the transformative impact of social media, particularly TikTok, on denim trends. The generational dynamics at play, coupled with the broader societal shift towards comfort, provide a nuanced understanding of why straight-leg jeans have ascended to the throne, leaving skinny jeans in the shadows. This narrative is not just about fashion; it's a reflection of cultural shifts and the evolving preferences of different generations, making it a compelling study in the intersection of style and society.
