After years of analyst anticipation that the leg-squeezing silhouette would soon go out of style, market research firm NPD Group found sales for the skinny jeans fell behind straight leg jeans in 2021. Skinny jeans are far from dead though — still accounting for 30 percent of sales. Retailers have already felt the effects of the shift: Pacsun pulled the style from its stores because no one was buying it. 

“It really just speaks to the changing of the times and how styles are evolving within fashion,” said BoF correspondent Chavie Leiber.  

Key Insights: 

• Skinny jeans are no longer the most popular denim silhouette, according to data from NPD Group. But, that doesn’t mean no one is buying them. 
• As consumers come out of the pandemic, they don’t just want comfort. Shoppers are either skewing toward raw denim with no stretch or athleisure and leggings — but jegging and stretch denim styles occupying the in-between have started to fall to the wayside. 
• The world is in the midst of a “denim Renaissance,” says Marie Pearson, senior vice president of denim at Madewell, who added she’s never seen so many different types of fits and shapes selling.

Additional Resources: 

• The Style That Finally Dethroned Skinny Jeans
• Why Skinny Jeans Will Never Die
• Fashion Drives New Denim Momentum

 

Join BoF Professional today with our exclusive podcast listener discount of 25% off an annual membership, follow the link here and enter the coupon code ‘debrief’ at checkout.

 

Want more from The Business of Fashion? Subscribe to our daily newsletter here.

Hosted on Acast. See acast.com/privacy for more information.