RIP skinny jeans: why it’s time to rethink your denim orders

Laura Chouette on Unsplash

Denim trends come and go but demand for skinny jeans hasn’t waned for 20 years. That is, until now.

New research by marketing agency MediaVision reveals that skinnies are falling out of favour with fashion fans, with a 12 per cent drop in online searches since the start of the year.

Today’s shoppers are increasingly hunting for silhouettes from the 1990s as an alternative, with online searches for ‘wide leg trousers’ up by 69 per cent, ‘cargo trousers’ by 101 per cent and ‘low rise jeans’ by 27.5 per cent compared to the first quarter of 2021.

Searches for ‘90s fashion’ overall has increased by over 1,115,000 searches compared to last year – up by 26 per cent.

The analysis was carried out by online search expert MediaVision using its proprietary Digital Demand Tracker tool, which analyses search data from AdWords and Google Trends.

Is it the end for skinny jeans?

CEO Louis Venter comments: “For 90s kids, the fashion of the day was synonymous with the icons of the day – the likes of TLC and All Saints. Now it’s the turn of the next generation to borrow trends from millennials’ childhoods. With social media providing the reach, it’s easy for the next generation of fashion lovers to adopt the ‘newest’ trends.

“Fashion is such a fast-moving industry that even the smallest of references can have an impact on trends – such as the #FreeBritney movement bringing 90s icon Britney Spears back into the limelight, exposing a new generation to archive images of the star at the height of her fame when she was the epitome of 90s fashion.

“Social media is also a likely influence, thanks to cargo pants trending on the popular social media platform TikTok at the tail end of 2021. Either of these could have been the spark that re-ignited the forgotten trends of the 90s almost thirty years later.”