Low-Rise Jeans Stage a Comeback; Denim Brands Gear Up

The resurgence of low-rise jeans is reshaping the denim landscape as brands like Lucky Brand and American Eagle Outfitters launch new campaigns to capitalize on this trend. Following years of high-rise and mid-rise dominance, denim styles are shifting again, with celebrities such as Kylie Jenner and Jennifer Lopez leading the charge in popularizing this nostalgic fashion.

Sales data indicates that low-rise jeans are attracting renewed interest among consumers. As a result, denim brands are adapting their marketing strategies to engage with this trend. American Eagle, for instance, is keen to push into the low-rise category during a time when the broader denim market faces significant challenges.

Shifting Trends in Denim Fashion

The once-ubiquitous high-rise jeans have been overshadowed by a new wave of styles appealing to younger consumers. In recent years, baggy jeans became a trend among Gen Z, but signs suggest that this style is fading. The focus is shifting towards jeans featuring a lower waist and bootcut legs, reminiscent of early 2000s fashion.

Notably, the return of low-rise jeans is not just a passing fad. Brands are strategically launching campaigns to capture the interest of shoppers. Lucky Brand recently unveiled a second campaign featuring influencer Addison Rae, highlighting low-waisted jeans and denim shorts just in time for the warmer months. The campaign builds on the momentum generated by a previous controversial marketing effort featuring actress Sydney Sweeney.

During an earnings call, Jennifer Foyle, President and Executive Creative Director of American Eagle and its sister brand Aerie, acknowledged the trend’s momentum. “I think, definitely, the rises are getting lower. You’re seeing more midriffs being shown,” she stated, indicating a clear shift in consumer preferences.

Market Dynamics and Future Outlook

As brands navigate this evolving landscape, challenges remain. American Eagle revealed that it anticipates ongoing pressure within its denim category. The company is learning from past mistakes, particularly regarding styles that failed to resonate with consumers. In 2025, American Eagle found itself in competition with Gap and Lucky Brand, as all three launched star-studded campaigns to promote their denim lines. This strategic move appears to have paid off, as both Gap and American Eagle reported strong quarterly earnings following their campaigns.

Interestingly, while younger consumers gravitate towards low-rise styles, many millennials are opting for a different aesthetic, often referred to as the “mom jeans” era. Characterized by a relaxed fit and high waist, this trend may leave some millennials out of touch with the current wave of Y2K fashion they thought had faded.

“This business has changed drastically,” Foyle commented, underscoring the need for brands to adapt quickly to shifting consumer tastes. As low-rise jeans continue to gain traction, the denim market is set for an exciting transformation, reflecting broader cultural trends and generational shifts in fashion preferences.