Denim brands embrace Y2K low-rise jeans trend as celebrities drive resurgence

businessinsider.com

Low-rise jeans and exposed midriffs are returning to fashion, with denim brands preparing to capitalize on the Y2K trend. Celebrities like Addison Rae and Kylie Jenner are driving the resurgence of hip-hugging jeans, prompting brands like Lucky Brand and American Eagle to adapt their offerings. This shift marks a departure from the dominance of high-rise and mid-rise styles, potentially leaving behind the "mom jeans" trend favored by millennials.


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Denim brands embrace Y2K low-rise jeans trend as celebrities drive resurgence | News Minimalist