We’re constantly being told what’s in one day and then the next day it’s out, but do trends align with what we choose to buy and wear, and which styles truly give us the most confidence? A recent study by Simply Be offers some insightful answers. The survey, conducted among 2,000 women in the UK, sheds light on the factors that genuinely influence our style, from comfort and fit to social media and personal connections.
Fit and Comfort: The True Foundations of Style Confidence
In a world of cores, fads and viral fit checks, our feeds often dictate the latest IT girl thing, the survey reveals that UK women are prioritising something more enduring—comfort and fit.
According to Simply Be’s findings, 66% of UK women believe that how their clothes fit is the most significant factor affecting their confidence, while 55% prioritise comfort over following current trends. This suggests that the desire to feel at ease in what they wear often outweighs the urge to chase the latest trends.
“Remember, comfort isn’t just about loose clothing; it’s about feeling confident in what you’re wearing. When clothes fit properly, they not only feel better but also look better, boosting your confidence and overall comfort level.”
– Melissa Kaye, Brand Lead at Simply Bee
Yet, this doesn’t mean UK women ignore trends altogether. Instead, it points to the idea that for a trend to take-off in the UK it must be size-inclusive and fashion brands need to offer a range of sizes and tailored options to accommodate diverse body types.
Tailoring can also play a crucial role. A well-fitted pair of trousers or a perfectly altered dress can be just as comfortable as joggers, but infinitely more stylish. It’s about finding that sweet spot where comfort meets elegance.
– Melissa Kaye, Brand Lead at Simply Bee
@sinaanjulie sweater weather #fallfits ♬ MTG DA SIA - ANGEL BY THE WINGS - Lucas Hits
What, if anything, makes you feel most confident about the clothes you are wearing?
The top 5 factors that UK women surveyed stated made them feel most confident about what they wear:
- How my clothes fit (66%)
- How comfortable my clothes are (55%)
- How many compliments I get (21%)
- Size (15%)
- How on trend my clothes are (13%)
The UK's Trendsetters: A Regional Perspective
Despite the strong focus on comfort, the study highlights that many UK women enjoy incorporating trends into their wardrobes. Women in the North of England (46%) and Greater London (44%) emerged as the most trend-conscious regions, frequently updating their styles to reflect the latest movements.
Similarly, the North of England’s rich history in fashion and textile production—evident in Chanel’s decision to host a Métiers d’art show in Manchester—supports its status as a growing fashion hub.
Who Influences our Style Choices?
The survey also explored the key sources of style inspiration and advice. While Instagram (39%) and TikTok (33%) are popular for discovering new trends, UK women trust their friends the most when it comes to fashion advice.
Whose opinion do you trust the most when it comes to fashion/style, if anyone?
- Friends
- Family
- Romantic partner
2024's Biggest Style Influence: The Girlhood Aesthetic
While comfort remains a key priority, some trends have successfully captured the hearts of UK women, with the “Girlhood” aesthetic standing out as the most influential of 2024. This trend, which has amassed nearly 550,000 posts on TikTok, is about more than just clothes—it’s a cultural movement.
”"The Girlhood aesthetic as a celebration of femininity, allowing women to embrace and redefine what it means to be a girl without shame.” Characterised by nostalgic, sweet motifs like bows, ballet flats, and pastel colours, Girlhood has evolved through iterations such as “Barbie Summer” and “demure fall.” Its enduring appeal lies in its blend of playful and nostalgic elements, allowing women to connect with their youthful, carefree sides.
Melissa Kaye, Brand Lead at Simple Bee
How to Incorporate Girlhood into Your Wardrobe
To emulate the Girlhood aesthetic, focus on incorporating playful hyper-feminine elements into your wardrobe.
- Opt for key pieces like satin skirts, ruffled blouses, and dresses adorned with bows.
- Use accessories like statement hair bows, whimsical clips, and dainty ballet flats to enhance the look.
- Focus on soft colours and textures like lace to capture the essence of the trend.
A Shift in Fashion Priorities
While trends still play a role in how women dress, the emphasis on comfort and fit suggests a shift toward a more personalised and authentic approach to style. Blending comfort with the latest aesthetics like Girlhood is a way to express ourselves more confidently. This evolution challenges brands to rethink their collections to ensure that fashion remains inclusive, accessible, and above all, a source of confidence for every woman.
As Melissa says: “We should embrace our current body shape and choose clothing that fits well and makes us feel good. This might mean going up a size in certain items, but the result will be both comfort and style. Look for pieces with a bit of stretch or made from soft, breathable fabrics that move with your body.”
Source: Simply Be commissioned an independent survey of 2000 women across the UK focused on the factors influencing their style choices and confidence.
