Innovating denim fashion is challenging. While the ways to produce more sustainable and durable jeans are increasing, the roster of jean fits has remained relatively the same for decades. Slim, straight, skinny, bootcut, flare, boyfriend and wide leg have all earned their place on the menu and have faced little to no competition from new fits.

In rare moments, however, a brand can strike blue gold with a new silhouette.

Premium labels are putting their own twists on the shape. DL1961 offers the style in full and cropped lengths. Frame recently introduced a low-slung style, in addition to the Bubble—a jean with a curved outseam for a bubble effect. Paige gives the barrel a workwear makeover with cargo pockets and front panels.

The voluminous jean also fits into brands with a bohemian aesthetic, revealing how a 2010s boho revival may look different in 2024. Free People offers a barrel jean as a mid-rise style in 18 washes as well as coated, pull-on and printed versions. Likewise, Driftwood Jeans applies its signature decorates like cutouts and embroideries to its barrel fits.

Consumers are responding. Ample press attention plus a cadence of emailing marketing from brands promoting their barrel jeans have elevated the style’s profile. In March, Trendalytics said average weekly searches for barrel leg jeans were up 328 percent compared to the prior year. The jean has also benefited from cool-mom celebrities like Gigi Hadid, Serena Williams, Katie Holmes, Jennifer Lopez and Blake Lively adding it to their denim rotation. 

Dynamite’s influencer partners are gravitating toward the fit. “The barrel jean silhouette is capturing consumer interest because it combines a trendy, modern look with a versatile and flattering fit,” said Andrew Staunton, Dynamite’s design director consultant. “Unlike more exaggerated styles on the market, our barrel jeans are designed to complement curvier figures and accommodate wider hips and thighs while achieving a sleek, tapered look reminiscent of the beloved mom jeans”

“Recognizing its steady rise in popularity among aspirational brands,” he said Dynamite introduced the Blair Barrel, a high-waisted rigid jean with a baggy fit and an ultra-tapered leg, in April. The style saw “significant interest” from consumers and a surge in sales following a marketing campaign touting the new fit. The Blair is available in medium/dark and medium/light—the latter being a consistent bestseller.