display

A conflict of generations has been going on on the digital platform TikTok for some time now.

Those older than 24 belong to the group of millennials who are regularly targeted by the younger Gen-Z on the app and denounced there for their lifestyle.

The declared objects of hate last year already included the avocado toast, the adoration of Harry Potter, the side parting and, most recently, the use of the laughing emojis that make tears well up.

If someone would shed a tear for something during this time, it would certainly not be while laughing, so the criticism of Gen-Z.

Now the teenagers have found a new goal that they are mocking themselves with in their videos: the skinny jeans, also known as

the

millennial uniform.

Gen-Z includes those who were born between 1995 and 2015.

Admittedly, it is not particularly new that a new generation is making fun of the older generation.

Even as a millennial, one is annoyed by the fact that parents cannot make the Internet or WiFi router work on their own.

And this generation again had stress with their own parents because they were afraid of the hippie movement.

Today's teenagers can particularly drive this generation split because they are widely seen and heard on the Internet and on platforms such as TikTok.

Since January 274,000 videos with the tag “No skinny jeans” and 8.3 million “Millennial vs. Gen Z” videos have been published there.

In a video, the influencer @momohkd asks her followers to throw away, light or at least sew on skinny jeans.

Your criticism, and that of other Gen Z representatives, of the skin-tight jeans is: Millennials want to look younger at all costs.

The TikTok user @Momohkd and her "Three Ways to Treat Your Skinny Jeans"

Source: TikTok @Momohkd

The skinny jeans as a symbol of "heroin chic"

display

In fact, the Gen-Z seems to have a different problem with the tight skinny jeans as a permanent trend.

Rather, they are bothered by the problematic body trend that it brings with it.

In 2004, skinny jeans hit the fashion world across the board after first appearing in Dior Homme's fall / winter collection.

Designer Hedi Slimane was responsible for the trend, as well as for the "size zero" movement that went with the skin-tight jeans.

For it to sit really well, the legs had to be spindly.

It was no coincidence that Karl Lagerfeld justified his considerable weight loss with wanting to fit into the Slimane models.

The androgynous figure in skinny jeans replaced the previously dominant, casual body shape in bootcut jeans.

It didn't take long for mainstream brands to offer inexpensive versions.

This paved the way for slim trousers in fashion marketing - and for the increasing pressure among buyers to adapt their bodies to the trousers.

And not the other way around.

Not a Brit pop band fan base, but the Dior fashion show in 2004

Source: AFP via Getty Images / JEAN-PIERRE MULLER

Gen-Z wants more inclusivity

In recent years, however, calls for a diverse representation of body shapes in the fashion industry have become louder -

there should no longer be

one

ideal of beauty.

Last year, Nike set up plus-size mannequins in London, the heavily pregnant plus-size model Ashley Graham graced the cover of “Vogue” and Versace cast three women over size 42 for the first time.

Chanel and Fendi also followed suit, two brands that once again propagated “size zero” every season under Karl Lagerfeld as chief designer, with a very brief exception of singer Beth Ditto as muse.

An oversized model and loose jeans at Chanel: two innovations that were still unthinkable under Karl Lagerfeld

Source: AFP via Getty Images / STEPHANE DE SAKUTIN

The change on the catwalks fits in with Gen-Z's social activism and their vocal desire for more diversity on social media.

In this day and age, soft fabrics and oversized outfits are the new cool.

A change that is also noticeable in the sales figures.

display

Big brands, young challenges

The "Gen Z" style: baggy jeans, jogging pants or flared pants, like here on model Moira Berntz

Source: Getty Images / Melody Jeng

According to market research firm Edited, sales of loose-fitting jeans for men increased by 15 percent.

The demand for wide-leg jeans among women has increased by 97 percent.

The days when the emaciated “heroin chic” for women and the tight jeans modeled on British indie bands were popular for men seem to be over.

The Gen-Z therefore presents brands with various challenges, especially those who cannot really adapt to the demands of a young, challenging buyer base who exerts pressure in particular via social media.

In the USA, this includes Aeropostale.

One of the once most popular teen fashion chains recently dropped from 2.6 billion to two million.

And that even before the corona crisis.

Outdated concept, outdated jeans fit: Models at the opening of an Abercrombie & Fitch boutique in Munich in 2012

Source: Getty Images / Hannes Magerstaedt

display

Brands such as Abercrombie & Fitch, J. Crew and Topshop, which were once equally popular, are now faced with a similar dilemma, which is certainly not due to the decline in skinny jeans, but the lack of adaptability in the fashion industry.

The fate of a brand that brought the skinny skinny jeans onto the market for the mainstream is representative.

In 2018, Cheap Monday filed for bankruptcy.

The brand, which was considered youthful rebellious in the noughties and was bought up by the H&M group, has often changed its strategy without success.

Most recently, it was finally hired: There have been "extensive changes in the fashion industry," according to a statement.

Jogging pants instead of skinny jeans - at least for men

So will skinny jeans disappear from online shops and stores in the long term?

He doesn't believe in that, said Chip Bergh, Chief Executive Officer of Levi's, to the US financial magazine "Business Insider".

Despite a clear trend towards “casual, loosely cut clothing in general”.

The long-established company, which incidentally is number one among the most popular jeans brands among both Gen-Z and Millennials, has found its own hybrid approach.

Is considered the most popular style role model of the "Gen Z": actress Zendaya in sweatpants instead of jeans

Source: Getty Images / Christian Vierig

For years, the company has been adding more stretch to its jeans so that they can keep up with leggings, yoga pants and the up-and-coming “athleisure” trend in terms of comfort, while rigid jeans are increasingly being pushed out of the market.

At the same time, the traditional denim label has added a collection of pure sweatpants to its range.

According to CEO Bergh, it was aimed specifically at the Gen-Z - and, which is hardly surprising, was sold out within a very short time.

Our podcast THE REAL WORD is about the important big and small questions in life: What do breast selfies have to do with feminism?

How does the long-term relationship stay happy?

And what can you learn from the TV “Bachelorette”?

Subscribe to the podcast on

Spotify

,

Deezer

,

iTunes

or

Google Podcasts

or subscribe to us directly via

RSS feed

.

Here you can listen to our WELT podcasts

We use the player from the provider Podigee for our WELT podcasts.

We need your consent so that you can see the podcast player and to interact with or display content from Podigee and other social networks.

Activate social networks

I consent to content from social networks being displayed to me.

This allows personal data to be transmitted to third party providers.

This may require the storage of cookies on your device.

More information can be found here.