Fashion: Why jorts are this summer’s most divisive (and popular) trend
- InsightTrendsWorld
- Jun 13
- 9 min read
Why it is the topic trending:
Jorts (long denim shorts) have become a popular fashion trend for summer 2025.
The article examines how this trend has taken over the sartorial zeitgeist, transcending generations.
Jorts are described as awkwardly long, longline, loose-fitting denim shorts that skim just above or below the knee.
They are being worn by supermodels, celebrities, and Gen Z individuals.
Searches for "jorts outfit womens" are up by 865% on Pinterest since December, and "jorts outfit" has soared by 600%.
Searches for "jorts" are up by 1700% on Depop since January.
The trend is attributed to the re-emergence of 90s fashion, with an embrace of long, baggy streetwear styles.
Overview: Just when Y2K fashion seemed to have reached its peak of unflattering trends, jorts, or longline denim shorts, have emerged as the must-have item for summer 2025. Despite the author's personal opinion that they are "hideous," jorts are being sported by fashion icons and are flooding runways, high street shops, and social media feeds. This resurgence of a 90s trend highlights the embrace of baggy streetwear styles and the sometimes-divisive nature of fashion.
Detailed Findings:
Trend: Jorts (long denim shorts) are summer 2025's most divisive and popular trend.
Description: Longline, loose-fitting denim shorts, skimming just above or below the knee.
Inspiration: Re-emergence of 90s fashion and long, baggy streetwear styles.
Celebrity Endorsement: Worn by supermodels (Gigi Hadid, Hailey Bieber), celebrities (Simone Ashley, Emily Ratajkowski), and Gen-Zers.
Runway Influence: Featured in spring/summer 2023 collections by Givenchy, Louis Vuitton, and Fendi, followed by Coperni and Valentino.
Retail Availability: Can be found in heritage denim brands (Levi’s, Wrangler) and contemporary brands (Damson Madder, Ganni, Arket, Frame, Cos).
Search Trend Data:
Pinterest: "jorts outfit womens" up 865% since December; "jorts outfit" up 600%.
Depop: "jorts" up 1700% since January.
Depop Spokesperson Quote: Attributes the trend to the thriving of 90s fashion and the embrace of long, baggy streetwear styles. Notes a shift towards unique forms with camo, embroidery, and charms.
Key success factors of product (trend):
Nostalgia: Taps into the ongoing revival of 90s fashion trends.
Comfort and Breathability: Loose-fitting style is suitable for warmer weather.
Celebrity Influence: Endorsement by popular figures drives consumer interest.
Versatility: Can be found in various styles and price points, from high-end to affordable.
Social Media Hype: High search volumes and visibility on platforms like Pinterest and Depop indicate significant online buzz.
Key Takeaway: Jorts, the once-maligned long denim shorts, have surprisingly become the "it" item for summer 2025, fueled by the resurgence of 90s fashion, celebrity endorsements, and significant online interest, despite some finding them an unflattering trend.
Main Trend: The main trend is the continued cyclical resurgence of past fashion trends, specifically the prominent return of 1990s streetwear styles, with a focus on long and baggy silhouettes, exemplified by the popularity of jorts.
Description of the trend: Retro Revival: 90s Streetwear Makes a Comeback
What is consumer motivation:
Nostalgia: A fondness for the fashion trends of the 1990s, possibly driven by positive memories of that era.
Comfort: Baggy and loose-fitting clothing can be perceived as more comfortable, especially in warmer weather.
Celebrity Influence: Admiration for and desire to emulate the styles of celebrities and fashion icons.
Seeking Trendiness: A desire to be fashionable and wear what is considered current and popular.
Self-Expression: Fashion can be a way for individuals to express their personal style and identity.
What is driving trend:
Fashion Industry's Cyclical Nature: Fashion trends historically repeat over time, with past styles often resurfacing decades later.
Social Media Influence: Platforms like Instagram and TikTok play a significant role in popularizing and reviving past trends.
Celebrity and Influencer Adoption: When influential figures wear a particular style, it often gains mainstream popularity.
What is motivation beyond the trend:
Personal Preference: Some individuals genuinely like the look and feel of long, baggy shorts.
Description of consumers article is referring to:
Best Description: The article refers to fashion-conscious individuals, including supermodels, celebrities, and Gen Z members, who are embracing the jorts trend. It also includes a broader audience engaging with the trend through online searches and purchases.
Supermodels and Celebrities: High-profile figures who often dictate fashion trends.
Gen Z: A generation known for its influence on current trends and its embrace of 90s fashion.
Online Shoppers: Individuals searching for and purchasing jorts on platforms like Pinterest and Depop.
Fashion Enthusiasts: Those who follow and actively participate in fashion trends.
Who are the consumers implied by article:
Who are them: Fashion-conscious individuals across different generations.
What kind of products they like: Jorts, baggy clothing, 90s-inspired streetwear, clothing endorsed by celebrities and influencers.
What is their age?: Spans across generations, with a significant influence from Gen Z, and potentially appealing to Millennials who remember the 90s.
What is their gender?: While the article mentions "jorts outfit womens," the trend likely extends beyond just women.
What is their income?: Likely a range, as jorts are available across various price points from high-end designers to more affordable brands.
What is their lifestyle: Fashion-forward, potentially active on social media, interested in current trends and celebrity style.
What are their category article is referring shopping preferences: Shop at high street retailers, heritage denim brands, and online platforms like Depop.
Are they low, occasional or frequent category shoppers: Likely frequent shoppers of fashion items to stay up-to-date with trends.
What are their general shopping preferences-how they shop products, shopping motivations): Influenced by trends, celebrity endorsements, online visibility, and a desire to express personal style.
Conclusions: Despite the author's personal reservations, jorts have become a prominent fashion trend for summer 2025, driven by the cyclical nature of fashion and the influence of celebrities and social media, marking a continued revival of 1990s streetwear.
Implications for brands:
Recognize the Return of 90s Trends: Fashion brands should consider incorporating 90s-inspired styles into their collections.
Pay Attention to Social Media and Influencer Activity: Monitor online platforms to identify and capitalize on emerging trends.
Offer a Variety of Styles Within a Trend: Cater to different consumer preferences by providing diverse options within the jorts category.
Implication for society:
Cyclical Nature of Fashion: Reinforces the idea that fashion trends often repeat over time.
Implications for consumers:
Opportunity to Embrace a Retro Style: Consumers can revisit or experience 90s fashion through the jorts trend.
Implication for Future:
Likely Continued Revival of Other 90s Trends: Expect to see more styles from the 1990s resurfacing in the fashion world.
Consumer Trend (name, detailed description): The 90s Fashion Revival: Consumers are increasingly embracing and adopting fashion trends from the 1990s, characterized by long, baggy silhouettes and streetwear styles, as seen with the resurgence of jorts.
Consumer Sub Trend (name, detailed description): Generational Trend Transcendence: Certain fashion trends, like jorts, are gaining popularity across different generations, indicating a broader appeal beyond just one specific age group.
Big Social Trend (name, detailed description): The Dominance of Retro Fashion Cycles: Fashion trends continue to be heavily influenced by cyclical patterns, with styles from past decades regularly returning to the forefront of popular culture.
Worldwide Social Trend (name, detailed description): Global Influence of Western Fashion Trends: Trends originating in Western fashion centers often gain traction and popularity on a global scale, as demonstrated by the international appeal of jorts.
Social Drive (name, detailed description): Desire for Nostalgia, Comfort, and Trendiness: Consumers are motivated by a combination of wanting to revisit familiar styles from the past, prioritizing comfortable clothing options, and staying up-to-date with current fashion trends.
Learnings for brands to use in 2025:
Nostalgia Sells: Tapping into past trends can resonate with consumers.
Comfort is Key: Styles that offer both trendiness and comfort are likely to be popular.
Monitor Online Trends: Social media provides valuable insights into what's gaining traction.
Strategy Recommendations for brands to follow in 2025:
Include 90s-Inspired Pieces in Collections: Consider adding long, baggy silhouettes like jorts to their offerings.
Collaborate with Influencers Known for Retro Style: Partner with figures who embody the 90s aesthetic.
Highlight the Comfort and Versatility of the Trend: Market these aspects of 90s fashion to consumers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of the 90s Fashion Revival, highlighted by the unexpected popularity of jorts, indicates a strong consumer interest in retro styles, urging brands and companies in 2025 to consider incorporating 90s-inspired clothing into their collections and leverage the nostalgia factor to connect with a broad range of consumers.
Final Note:
Core Trend: 90s Fashion Revival: Past styles are making a comeback.
Core Strategy: Include 90s-Inspired Pieces in Collections: Embrace the retro aesthetic.
Core Industry Trend: Cyclical Nature of Fashion: Trends often repeat over time.
Core Consumer Motivation: Desire for Nostalgia, Comfort, and Trendiness: Drivers behind fashion choices.
Final Conclusion: The resurgence of jorts, despite initial skepticism, demonstrates the powerful influence of fashion cycles and the ability of past trends to find new life with contemporary audiences. Brands and consumers alike are navigating this revival of 90s streetwear, showcasing the ever-evolving nature of style.
Core Trend Detailed: The core trend of the 90s Fashion Revival describes the ongoing return and increasing popularity of fashion trends that were prominent during the 1990s. This revival encompasses a wide range of styles, silhouettes, and specific clothing items that were characteristic of that decade, including but not limited to baggy and oversized fits, casual streetwear influences, and specific garments like long denim shorts (jorts). This trend is driven by a combination of nostalgia from those who experienced the 90s the first time around, and a fresh interest from younger generations discovering and reinterpreting these styles.
Key Characteristics of the Core trend:
Baggy and Oversized Silhouettes: Clothing tends to be looser and more relaxed in fit compared to recent decades.
Streetwear Influences: Elements of casual urban wear, such as sneakers, graphic tees, and comfortable separates, are prominent.
Denim Dominance: Denim in various forms, including jeans, shorts, and jackets, plays a significant role.
Nostalgic Colors and Patterns: Certain color palettes (e.g., neons, pastels) and patterns (e.g., grunge plaid) are characteristic of the era.
Reinterpretation by Contemporary Designers: Modern designers are often putting their own spin on classic 90s styles.
Market and Cultural Signals Supporting the Trend:
Increased Visibility on Social Media: Platforms like Instagram and TikTok are flooded with 90s-inspired looks.
Celebrity Adoption: Many celebrities and influencers are sporting 90s fashion.
Retailers Stocking 90s-Inspired Collections: High street and designer brands are actively selling clothing that reflects this era.
High Search Interest for 90s Fashion Terms: Online searches for 90s clothing and accessories are on the rise.
How the Trend Is Changing Consumer Behavior:
Purchasing of Baggy and Loose-Fitting Clothes: Consumers are opting for styles that are more relaxed and less form-fitting.
Revival of Specific 90s Garments: Items like jorts, oversized sweaters, and slip dresses are gaining popularity.
Experimentation with 90s Color Palettes and Accessories: Consumers are incorporating elements of 90s style into their wardrobes.
Implications Across the Ecosystem:
For Brands and CPGs: Fashion brands need to consider incorporating 90s-inspired designs into their upcoming collections.
For Retailers: Retailers should stock a variety of clothing items that align with the 90s fashion revival.
For Consumers: Opportunity to explore a comfortable and often nostalgic style of dressing.
Strategic Forecast:
The 90s fashion revival is expected to continue for the near future, with more trends from the decade likely to resurface.
Expect to see ongoing reinterpretations of these styles by both designers and consumers.
Areas of innovation :
Sustainable 90s Fabric Recreations: Brands focusing on eco-friendly materials could recreate popular 90s fabrics using sustainable methods.
Customizable 90s-Inspired Pieces: Offering options for consumers to personalize 90s styles with modern details.
Digital Platforms for 90s Style Inspiration: Apps or online communities dedicated to sharing and discovering 90s fashion.
Blended 90s-Modern Wardrobe Solutions: Brands offering versatile pieces that can be styled in both retro and contemporary ways.
Interactive Experiences Showcasing the Evolution of 90s Fashion: Using AR or VR to educate consumers about the history and trends of 90s style.
Final Thought (summary): The comeback of 90s fashion, exemplified by the surprising popularity of jorts, highlights the cyclical nature of style and the powerful influence of nostalgia. Consumers are embracing the comfort and casual aesthetic of the decade, and the fashion industry is responding by reintroducing and reimagining these iconic trends for a modern audience.
Detailed description of the consumers the article is referring to:
Age: The consumers likely span a range of ages. While the article highlights the influence of Gen Z, who are known for reviving 90s fashion, the trend also resonates with Millennials who originally experienced 90s fashion and may be embracing its return with nostalgia. There might also be some early Gen Alpha individuals who are influenced by current trends seen on older generations and social media.
Gender: Although the Pinterest search data specifically mentions "jorts outfit womens," the broader trend of 90s fashion revival and the mention of "skaterboy shorts" suggest that jorts are likely being worn by individuals across the gender spectrum. The appeal of comfort and the adoption by celebrities of various genders further support this inference.
Income: The trend appears to be accessible across different income levels. The article mentions jorts being available from high-end designers (Givenchy, Louis Vuitton, Fendi) to heritage denim brands (Levi's, Wrangler) and more affordable retailers (Damson Madder, Ganni, Arket, Frame, Cos). This wide availability indicates that consumers with varying budgets can participate in the trend.
Lifestyle: These consumers are likely interested in fashion and staying up-to-date with current trends. Many are likely active on social media platforms like Instagram, Pinterest, and Depop, where fashion trends are often showcased and discovered. They may value comfort and self-expression through their clothing choices. The reference to "skaterboy shorts" also suggests a potential connection to casual, streetwear-influenced lifestyles.
Conclusion: The jorts trend is being embraced by a diverse group of fashion-conscious individuals, primarily from younger generations like Gen Z and Millennials, across various income levels and genders, who are drawn to the comfort, nostalgic appeal, and trendiness of this revived 90s streetwear staple, often showcasing their style and seeking inspiration through online platforms.
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