Sales Surge Propels Low-Rise to the Forefront (Image Credits: Unsplash)
Waistlines on jeans have dipped dramatically, reshaping the denim market with a revival of hip-skimming styles.
Sales Surge Propels Low-Rise to the Forefront
Denim brands reported staggering growth in low-rise sales throughout 2025, signaling a pivotal shift. Reformation witnessed a 500% increase in low-rise denim sales compared to the previous year, with four of its top 10 styles falling into this category. Citizens of Humanity noted that its low-slung baggy jean accounted for 35% of business, while four low-rise options ranked among its top sellers.
Lucky Brand saw low-rise sales climb 763% in August 2025 over the prior year, contributing 43% to full-price denim sales versus just 8% before. Gap, after multiple tests, launched low-rise options that resonated with its broad customer base. Noelle Rogers, senior vice president and general manager of Gap Specialty, explained that customers proved ready only in the final nine to 10 months of testing.Fast Company
Experts Forecast Low-Rise Dominance Ahead
Fashion analysts tracked low-rise momentum as early as 2019, tied to resurgent ’90s and Y2K aesthetics. Susie Draffan, senior denim strategist at WGSN, predicted more ultra-low rises in 2026 collections. Runway data from A/W 25/26 shows low-rise styles capturing 17.8% of denim looks, up 11.8 percentage points year-over-year and matching high-rise shares.
Amy Williams, CEO of Citizens of Humanity, which owns Agolde, anticipated low-rise leading the next decade. She described the current phase as an early adjustment period for consumers. Brands like Lucky introduced ultra-low-rise flares at 7.25 inches, inspired by celebrity sightings.Lucky Brand
Cultural Icons Fuel the Trend’s Momentum
Celebrities accelerated the shift, trading high-waisted pairs for hip-hugging versions over recent years. Figures like Addison Rae, Katseye members, Zoë Kravitz, and Margot Robbie embraced the style in public appearances. Kravitz sported Still Here’s Sport jean, a low-rise design with adjustable ankles that sold out repeatedly since July 2025.
Nostalgia for early 2000s icons like Britney Spears and Paris Hilton played a key role. Tamara Reynolds of Lucky Brand’s parent company highlighted how Y2K revival spread rapidly. Designers noted baggy silhouettes naturally lowered, exposing midriffs and reviving thong straps as accessories. Reformation’s Alexandra Avdey praised the variety, with slimmer, lower cuts dominating alongside diverse leg shapes.
Refined Fits Address Past Drawbacks
Today’s low-rise jeans evolved beyond tight 2000s versions, incorporating baggier cuts and balanced proportions. Williams emphasized anchoring at the low hip for refined ease, paired with straight or bootcut legs. Adjustments like curved waistbands, smaller pockets, and stretch fabrics improved wearability across body types.
Performance spanned generations, with Reformation attributing 38% of low-rise e-commerce sales to Gen Z and 30% to millennials. Skeptics recalled era-specific body ideals, yet brands stressed inclusivity through sizing flexibility. Gap modeled styles on diverse figures, while low-rise lingered alongside high and mid options.
Key Takeaways
- Low-rise sales exploded in 2025, with Reformation up 500% and Lucky at 763% in key months.
- Runways and celebrities like Kravitz and Rae propelled Y2K-inspired designs into mass market.
- New proportions and fabrics make modern low-rise more versatile than its predecessors.
Low-rise denim promises staying power through 2026, blending nostalgia with innovation for varied tastes. Consumers face a pendulum swing offering fresh styling options amid enduring silhouettes. Will you embrace the dip or stick to higher ground? Share your thoughts in the comments.
