Have TikTok, millennials and mums killed off skinny jeans? New research from search experts MediaVision certainly suggest so, with ‘skinny jeans’ seeing a drop of 12% in search volumes from the start of the year.

Meanwhile iconic trouser and jeans styles of the 1990s are once again dominating the latest fashion – moving from the fashion pages to high streets up and down the country.

A new generation of consumers are going online to seek out a range of 90s fashion staples: search volumes for ‘cargo pants’ are up by 43% and searches for ‘cargo trousers’ have doubled (up by 101%) – comparing 1 Jan to 10 April 2022 to the same period in 2021,

Also showing a significant increase in online search volumes are ‘wide leg trousers’ (up by 69%), ‘low rise jeans’ (a rise of 27.5%) and ‘fanny pack’ (up by 26%).

The broader term ‘90s fashion’ has seen an increase of over 1,115,000 searches when compared to last year, up by a quarter (26%).

The analysis was carried out by online search expert MediaVision, using its proprietary Digital Demand Tracker tool that analyses search data from AdWords and Google Trends to get a blended view on demand changes by the week.

In addition, recent fashion must-have ‘ripped jeans’ has had almost 493,000 fewer searches than the previous year, down by 14%. Meanwhile ‘high-waisted jeans’ were down by 16%.

Louis Venter, CEO at MediaVision, comments: “For 90s kids, the fashion of the day was synonymous with the icons of the day – the likes of TLC and All Saints. Now it’s the turn of the next generation to borrow trends from millennials childhoods. With social media providing the reach, it’s easy for the next generation of fashion lovers to adopt the ‘newest’ trends.

“Fashion is such a fast-moving industry that even the smallest of references can have an impact on trends – such as the #FreeBritney movement bringing 90s icon Britney Spears back into the limelight, exposing a new generation to archive images of the star at the height of her fame when she was the epitome of 90s fashion.

“Social media is also a likely influence, thanks to cargo pants trending on the popular social media platform TikTok at the tail end of 2021. Either of these could have been the spark that re-ignited the forgotten trends of the 90s almost thirty years later.”