American Eagle exec says low-rise jeans are back

Low-rise jeans and exposed midriffs are returning to stores, and denim brands are preparing to capitalize on the shift. After years dominated by high- and mid-rise fits — and a stint of baggy styles favored by Gen Z — lower rises and bootcut legs are re-entering the market.

Celebrities from Kylie Jenner to Jennifer Lopez have been spotted in hip-hugging jeans from labels like True Religion. Lucky Brand launched a second campaign with singer Addison Rae featuring low-waisted jeans and denim shorts in time for warmer weather. On the heels of its controversial campaign with Sydney Sweeney, American Eagle Outfitters addressed the trend on its earnings call on Wednesday.

"I think, definitely, the rises are getting lower. You're seeing more midriffs being shown," said Jennifer Foyle, American Eagle and Aerie's president and executive creative director. The company said it expects pressure on its denim category as it learns from past missteps around less popular fits.

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