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Whether your hips are ready or not — personally, mine are not — fashion brands, and particularly denim brands, have decided the low-rise jean is back. And celebrities from Julia Fox to Dua Lipa, and even the fictional characters of “Euphoria,” agree.
For Australian-based denim brand ABrand Jeans, its low-rise jean has proved so successful, that it led the brand to pivot its strategy. Now, ABrand Jeans focuses on the low-rise look, which differentiates it from other denim brands. A dedicated section of its menu bar is solely dedicated to the style. Initially, the team trialed low-rise styles a year ago and found it was a “bit early.” So it waited and perfected the fit, said Caitlin Johns, the brand’s marketing manager. In August and September 2021, the brand officially released its low-rise category. “We saw a huge influx of interest as soon as it hit the market. We sold out of our first run within the first month, and we had to re-order everything straightaway. So we could see the interest and we pivoted everything toward low-rise,” she said.
According to the trend-tracking agency Trendalytics, low-rise jeans are a “high volume trend,” seeing an average of 44,000 weekly searches on Google, a 28% increase from last year. “Trending styles include low-rise flare jeans (+100% from last year), low-rise wide-leg jeans (+90% from last year) and low-rise baggy jeans (+42% from last year). Low-rise mini skirts (+452% from last year), low-rise skirts (+242% from last year), low-rise trousers (+178% from last year) and low rise pants (+124% to last year) are also experiencing growth,” said Kristin Breakell, content manager at Trendalytics.
“Social buzz for the trend is up 49% from last year, and market adoption is up 4% in the last 30 days,” Breakell added.
On TikTok, the hashtag #lowrisejeans has 135.2 million views. Not all of the posts are Gen Zers with zero body fat eagerly re-adopting the early 2000s trend, either. In fact, the first post I saw when I searched the hashtag was a video from user @jihoneysweet with 1.4 million likes. “I really want to wear low-rise jeans,” the opening text reads. Then, “What’s stopping you?” and the response, “✨ belly fat ✨.” Another TikTok post mocks the difference between standing and sitting in low-rise jeans. There are also videos featuring shopping hauls and styling tips. Influencer @katebartlett (1.2 million followers) has shown her followers how she styles the look with a pair of the trendy jeans, from Revolve. She prefaced her post by saying, “Today I’m going to do something that scares me a lot.”
The style has also become a conversation starter. “The low-rise is what’s helping really get [ABrand’s] socials going. Before that, when we just had high-waisted jeans, we didn’t see as much of a reaction,” Johns said. “We also didn’t see many girls posting and tagging them. We’re seeing all the tags coming through now, and a lot of girls post on TikTok in them because it’s such a trend right now. And it’s great because we see all the comments come flooding through asking, ‘What jeans are these?'”
Revice Denim has also seen success reintroducing low-rise jeans. Its social posts perform best when they show full looks and how the jeans look in context. “We are having a lot of mixed reviews! The younger generation is loving the comeback of the low rise, whereas the older generation is having mixed feelings. To grab the customer’s eye with this specific product, it’s all about how you style the entire look and not just focusing on the product alone. The full outfit is what sells low rise the best,” said Lauren Maenner, Revice’s marketing director.
At ABrand, Johns said, though customers sometimes enter the low-rise space trepidatiously, their enthusiasm often grows. The category’s growth has remained consistent since its initial sellout, she said. “If anything, we’re just seeing more growth.” Since the style has been so successful, the brand plans to introduce low-rise mini skirts, cargo pants, shorts and baggier-legged styles.
“A lot of people are terrified [to wear low rise], but they’re getting used to it. It’s just a bit of a shock,” Johns said. Still, some have even come to prefer the early-aughts style. “A lot of girls do find low-rise comfortable because it’s less restricting on your stomach. If you get bloated, if you have a big meal — whatever — you can just let it all free,” she said.
Interestingly, ABrand has been able to tie its success directly to one influencer partner, Australia-based influencer Jacquie Alexander, who has 198,000 followers on Instagram and around 201,000 on TikTok. Alexander “posted on IG and TikTok in the 99 Low Straight Walk Away [style] three days after we launched,” Johns said. “And before any marketing promotion of the low-rise product, we had 100% sell-through within two weeks.” The brand is relying on influencers and gifting to help establish itself as “the global leader in low-rise denim for the next generation.”
Ultimately, Johns believes the success can be attributed to ABrand’s modernization of the early-aughts staple. “We’ve brought back the low rise but in a modern way,” she said. “It’s definitely more refined. We don’t have a lot of the tacky items that used to be on the low rise, like the embellishments and the embroidery and all that kind of stuff. We’ve made the classic, everyday pair of jeans in amazing quality. You can actually wear them day-to-day. It’s all about the comfort, the durability and the fit, and making you feel amazing.”
Collabs of the week
Hunter x Killing Eve
You know what they say about looks to kill? Since season 1 of “Killing Eve,” its main-character assassin Villanelle has served up the most lethal looks, quite literally. If you’ve envied her style, you’ll be delighted by this cheeky collaboration. Villanelle, played by Jodie Comer, actually wears these chic, shearling-lined Hunter boots in the final two episodes of the show. The collaboration features two pairs of boots: The Chasing Boot as worn by Villanelle, pictured above for $395, and the Hunting Boot for $295. Take this collab as another signifier that the brand x television partnership model is here to stay.
Mansur Gavriel x Veja
For its first sneaker, Mansur Gavriel teamed up with eco-friendly shoemaker Veja for a colorful take on Veja’s signature Campo sneaker. The shoe comes in four bubblegum-esque, spring-ready colors and is made from recycled materials. Each pair is $175.
Hipdot x Jojo Siwa
Hipdot has proven its prowess when it comes to collaborations time and time again. Past examples include “Rugrats,” My Chemical Romance, Peeps and Tapatio, among others. Its latest collaborator is none other than Jojo Siwa, and the collaboration is as glittery and rainbow-hued as the star herself. Prices range from $18-$88 — paying $88 gets you the collector’s box.
Launches to know
From left to right clockwise
- Ole Henriksen, Truth Barrier Orange Ferment Essence, $44
This new launch combines a number of of-the-moment skin-care trends — including products that tend to the skin barrier and fermented ingredients — in a citrus-scented essence meant to hydrate, brighten and protect skin.
- Glow Recipe, Strawberry Smooth BHA + AHA Salicylic Acid Serum, $40
Glow Recipe’s fruit-inspired skin-care concoctions remain hits (counting mega-influencers like Mikayla Nogueira as loyal fans) for successfully blending playful, fun products with clinically-efficacious ingredients. In a clinical study with 34 participants, after four weeks of use, 100% had a significant improvement in fine lines and wrinkles, and 93% had a significant reduction in pore size.
- Superegg, Tonal Scenery Reparative Serum, $72
Influencer Erica Choi’s brand just launched its first serum: a multitasking, barrier-boosting formula full of pre-, pro- and postbiotics.
- Byredo, De Los Santos, $196
The beauty community never fails to be excited by a Byredo launch. This one blends base notes of musks and palo santo, a middle note of orris, and clary sage at the top.
- One/Size, Cheek Clapper 3D Blush Trio Palette, $36
There’s a blush option for everyone in this inclusive six-shade palette — the newest launch from influencer Patrick Starrr’s One/Size.
- Vacation, Classic Spray SPF 30 Sunscreen, $20
The cheekiest SPF in the game just released its first spray product. Consider this your sign to stock up — or risk seeing it in everyone else’s social media posts all summer long.
- Joaquina Botanica, Porcelain Cacao + Amino Acids Crema Esencial, $98
A leader in the rising wave of Latinx beauty, Joaquina Botanica’s first moisturizer blends Colombian superfruits like guava, uchuva and cacay to hydrate and rejuvenate skin.
- Sunday Riley, C.E.O. Afterglow Brightening Vitamin C Gel Cream, $65
Sunday Riley has a new celeb ambassador (Phobe Dyvenor of “Bridgerton” fame), as well as a new moisturizer. It’s filled with vitamin C and promises to plump and brighten skin.
- Phlur, Not Your Baby, $96
While masses of would-be customers wait for Phlur’s viral first launch, Missing Person, they can get their hands on its newest fragrance, Not Your Baby, which influencer Chriselle Lim describes as “provocative and playful…undeniably sexy, intriguing and an addictive spicy floral.” It has notes of cardamom, mimosa and vanilla milk.
Inside our coverage
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‘Trend awareness’: How Unilever-incubated Ferver is using TikTok influencers to explain its emerging concept
How Too Faced is tackling TikTok livestream shopping