This "Ugly" Denim Trend Is Officially Bigger Than Ever
It's one of the most memorable Saturday Night Live skits of all time: the faux advertisement for mom jeans, starring Tina Fey, Amy Poehler, Rachel Dratch, and Maya Rudolph. You know the jeans—the high-waisted, horribly ill-fitting iterations you probably associate with the '90s. The SNL narrator hilariously explains the trend's best quality: "This Mother's Day, don't give Mum that bottle of perfume. Give her something that says, 'I'm not a woman anymore; I'm a mum.'"
Well, as it turns out, the funny ladies of SNL were actually on to something, because mom jeans are one of the biggest denim trends around. Don't believe us? Quartz reported on the rise of mom jeans this year, and the statistics may surprise you. "Polyvore, a shopping-focused social network, says that searches for mom jeans between October 2015 and May 2016 were up 250% versus the same time the previous year," Quartz reports.
Plus, the trend is hugely popular with retailers too. Quartz tapped analytics company Edited to come up with data on mom jeans this year: "June was the biggest month for new arrivals since the trend [first] started to pick up, around July 2014." So there you have it: Mom jeans are back and bigger than ever. Luckily, modern iterations are sleeker and much more flattering than the hilariously bad SNL versions—phew!
Scroll down to shop our favourite mom jeans.