More women are trading in their signature pair of skinny jeans for the perfect pair of boyfriend. Fashion analysts have declared the skinny jean trend dead as Americans opt for more relaxed trousers instead. Sales are showing that consumers are all about looser, more comfortable fits such as athletic pants, "dressy" pajama-like trousers and boyfriend jeans.
According to the New York-based market search firm NDP Group, while denim sales in the U.S. were down six percent last year, sales for more comfortable pant styles grew twice as fast, reaching $8.2 billion in the past 12 months ending in June.
"[The] trend fits the size of the American shopper," Wendy Liebmann, head of WSL Strategic Retail, says. "It is much more forgiving for most or many women."
Americans are over squeezing into skinny pairs of pants, opting for the more relaxed "I woke up like this" style. Marc Jacobs featured "pajama dressing" in his Fall 2013 shows for Marc by Marc Jacobs and Louis Vuitton, proving that the roll out of bed, flawless look can be chic. "Pajama dressing" is categorized as drawstring pants with loose fits and silk tops that look like polished bed wear.
"An easy pajama-inspired trouser is more interesting than a pair of jeans." Holli Rogers, fashion director of Net-a-Porter says. "The relaxed silhouette feels so fresh and needed after many years of skinny jeans and pants."
Even Gap, which is known for its jeans, has swapped skinnys for "dressy" sweatpants like its new "track pants," which is marketed as being both chic and comfortable.
Though women are not trading in jeans completely for trousers. Boyfriend jeans have become more popular, especially among celebrities. "Have you got your boyfriend jeans, yet?" an issue of Glamour magazine asks.
Gap is featuring in-store displays to show women how to style the newly popular denim. Latest fashion trends include wearing boyfriend jeans layered with other denim or dressing up the denim with a plain T and some pumps.
We can only imagine the amount of new Instagram hashtags that will come out of this new trend.