American Eagle exec says low-rise jeans are back: 'You're seeing more midriffs being shown'

"I think, definitely, the rises are getting lower. You're seeing more midriffs being shown. The company told analysts on the call that it expects pressure on its denim category as it learns from past missteps like leaning into fits that consumers weren't as interested in buying."

"Low-rise jeans are back and catching on so much so that denim brands are taking notice. For years, high-rise and mid-rise jeans dominated the market. Then, baggy jeans caught hold of Gen Z's attention. But there are signs that those styles are beginning to cycle out, with jeans featuring a lower waist and a bootcut leg ready to take their place."

"In 2025, the American Eagle brand found itself caught up in a denim war with Gap and Lucky Brand, as all three companies dropped their own star-studded campaigns to promote their jeans. It looks like it paid off, with Gap and American Eagle reporting strong earnings for the quarter in which the ads dropped."

Low-rise jeans are returning to mainstream fashion after years of dominance by high-rise, mid-rise, and baggy styles. Major denim brands including Lucky Brand, American Eagle, and Gap are capitalizing on this trend through celebrity-driven marketing campaigns. Celebrities like Kylie Jenner, Jennifer Lopez, and Addison Rae have been spotted wearing low-rise jeans from brands like True Religion and Lucky Brand. American Eagle's president noted that waistlines are getting lower with more midriffs being shown. The company acknowledged past missteps in denim fit selection and expects category pressure as it adapts to evolving consumer preferences. Strong earnings reports from Gap and American Eagle suggest their denim campaigns have been successful in capturing market interest.

Read at Business Insider