Denim Data: Mom jeans, skinny jeans, uneven hems and the Vetements effect


If you’ve been shopping for jeans recently you may have noticed that they look a little different. Yes that uneven, raw edged hem is intentional and yes, mom jeans aren’t going anywhere soon. The reason? Well we’ve been hit by the Vetements effect, the raw edged jeans that were released from the most in-demand and socially viral fashion label of our time, have finally trickled down and inspired the high street and other high end labels to give the consumer what they are craving; this raw edged, uneven hem style.

Looking at our WGSN retail data for the week ending November 19th, these are the key styles dominating current retail sales:

“Raw hems increased 8pp to 14% of the mix and stepped hems rose from 0% to 5%”, revealed WGSN Instock’s Francesca Muston, adding that “Embroidery is another key trend (+1pp to 6%).”

“These updates are important for the skinny jean, which still forms the bread and butter of the category particularly for retailers such as American Eagle where it accounts for 91% of new-ins and A+F where it holds 74% of the new-in mix,” she said.

While our consumer love for skinny jeans continues, the 70s flare is losing popularity. The flare is losing share dropping 6pp to hold 5% while the rising stars are the cropped jean (+5pp, 14% share), and the high rise (+10pp, 26% share). The mom jean also makes a significant step up rising 5pp to hold 7%.

And the demand for cropped styles and raw edged hems will only intensify, according to catwalk predictions.

“Sitting in line with WGSN’s A/W 16/17 catwalk trends, high-rise and cropped fits emerge as the key silhouettes and shapes that online retailers are investing in”, adds Samuel Trotman, WGSN’s Denim Editor.

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