The Return of Low-Rise Jeans
Love them or hate them, low-rise jeans are back. Their resurgence isn’t just about denim: it's part of a larger decade revival driven by nostalgia, shifting fashion cycles and pop culture. But why, after decades of high-waisted dominance, are they making a comeback? A mix of cultural recycling, minimalism and the lasting influence of '90s style and media has brought this polarizing trend into the spotlight.
An Ever-Repeating Fashion Recycling Trend
Fashion is inherently cyclical, with trends following cycles of 20 to 30 years as younger generations look to the past for inspiration. In this context, the return of low-rise jeans makes perfect sense. After dominating the late '90s and early 2000s, they were largely abandoned in favor of high-waisted styles throughout the 2010s, like mom jeans. Now, Gen Z is reclaiming this nostalgic silhouette, not just as a rejection of millennial dress codes but also as a means of self-expression. The cycle continues.
Google Trends data from 2022 shows a huge rise in global interest, proving that low-rise jeans are in style again. The search volume for the term "low-rise jeans" jumped after nearly 20 years of being out of the spotlight. In 2004, interest was at 49%, but after that, it stayed around 10% until 2022, when searches began to reach levels similar to those in 2004. As of early 2024, search interest is nearing 100%, marking the highest popularity for the trend in over two decades. This spike highlights their global revival.
From Overconsumption to Minimalist Aesthetic
Fashion has seen a shift away from maximalist styles towards a more minimalist aesthetic, a movement heavily influenced by the 1990s. This return to simplicity reflects broader cultural shifts, where there is a greater appreciation for clean lines and timeless, understated appeal.
The tight-fitting, body-conscious styles of the 2010s seen in the popularity of skinny jeans and bandage dresses, for example, are now giving way to baggier, less-restrictive cuts. Low-rise jeans, once criticized for their impracticality, are now celebrated for their effortless appeal. This shift is largely influenced by nostalgia, which strongly influences consumers and draws them to retro products or modern takes on old favorites. That minimalist era, with its pared-down aesthetic and lack of digital overstimulation, represents a time that many today find refreshing.
A Simpler Era as an Escape from Digital Overload
Part of what makes '90s appeal so potent is that it represents a time before social media dominated everyday life. The idea of an era with fewer screens and less instant connectivity is appealing in a world where information overload is constant. Eva Wiseman, writer for The Guardian, captures this sentiment, describing the contrast between today's hyper-connected world and the slower pace of the '90s in her article about the summer comeback: "I can still remember the grating itch of childhood boredom (…) a void that builds inside you until you must scream, faint or explode, crawling on bloody knees through the dank fury of your own thoughts." This statement taps into a real longing for a time when people had more room for reflection, unstructured time and a slower-paced life. This uncomplicatedness ties directly to the simplicity of the low-rise jean aesthetic.
Pop Culture and the Reinfocement of Retro Aesthetics
The resurgence of retro aesthetics isn't happening in a vacuum—it’s closely linked to the renewed popularity of the decade's music, TV and celebrity icons. Artists like Madonna and the Spice Girls, who helped define the decade's pop culture, continue to influence today's trends. TV shows like Friends remain cultural staples, with younger audiences discovering them through streaming platforms. This influence is reflected in style, as seen in PrettyLittleThing’s launch of a '90s-inspired collection, which was created in response to Oasis' reunion announcement on August 27.
Music has played a significant role in bringing the sounds of those defining times to the forefront as well. In fact, many of TikTok's most popular tracks are older hits: From the top 10 list of TikTok tracks that are five years or older, four of them are from the '90s or early 2000s: "Harness Your Hopes," "Genie in a Bottle," "Kiss of Life" and "Murder on the Dancefloor." With the resurgence of throwback hits comes a renewed appreciation for the decade's aesthetic.
Celebrities are also vital in reviving these trends. Hailey Bieber, for example, frequently channels vintage pop star aesthetics in her style. One of the key items she wears? Low-rise jeans, further cementing their return.
Why We Keep Looking Back
Ultimately, apparel's cyclical nature ensures that no trend ever truly disappears. Just as the '70s and '80s have experienced resurgences, the current focus is now enjoying its turn in the spotlight. This reemergence goes beyond mere sentimentality—it reflects broader societal changes. Younger generations are revisiting that point in time to challenge millennial fashion norms, embracing simpler, more effortless styles as society leans toward a return to that same simplicity. Minimalist preferences have contributed to the revival of simple, relaxed silhouettes. The continued impact of iconic references from back then, whether through music, TV or celebrity style, has ensured that the decade's vibe remains relevant today.
Low-rise jeans may be polarizing, but their reappearance is just one piece of a much larger trend. And if history is any indication, the styles we wear today will eventually be reinterpreted by future generations—just as we’re now revisiting the '90s.
