Just when we thought skinny jeans were out, Alix Earle brings them back in style. The social media star has been spotted wearing her “The Alix” Frame skinny jeans, and now they’re trending everywhere – from Tiktok and Instagram to the wardrobes of top fashion influencers.
TikTok star Alix Earle teamed up with Frame to launch her own skinny jeans. The jeans known as “The Alix” launched on January 23, 2025 and are available in two color options. One of the colors sold out within 24 hours of the launch. Whether this indicates a return to skinny jeans or if this is just a short trend, remains to be seen.
“It’s been really interesting to see how quickly they’ve gained traction because Alix has such a strong influence right now, and when she promotes something, it instantly becomes a trend,” said Caroline Mark, a student at Wake Forest University.
Alix Earle’s influence is so great that it is called the “Alix Earle Effect,” which is when she shares or markets a product that then instantly blows up, or grows significantly in popularity. This was seen when she collaborated with AminoLean, where they launched a limited-edition energy drink flavor together.
For many teens, seeing their favorite influencers wear something is enough to convince them to try it. Earle’s influence is reshaping the way young people think about style.
“Alix has such a loyal following, and people trust her sense of style, so when she starts wearing something, it naturally influences others to give it a chance,” Mark said.
The Frame Company realizes that the shift in marketing through influencers and social media allows them to dramatically expand their customer base. With a large Gen Z following, Earle was the perfect choice for Frame to market to younger consumers. Gen Z followers trust and admire her honest and candid advice regarding everything from dating to fashion.
“I have seen some articles saying she’s like the voice of Gen Z,” said Mackenzie Fleming, a merchandiser for Ralph Lauren’s women’s line. “Given all the social media attention she’s received, especially with the NFL and Super Bowl ads, everyone is paying attention to her.”
Even with Earle’s influence, it remains unclear whether skinny jeans will regain their former popularity.
“You wouldn’t really know if her Frame jeans have changed the game for a couple more months,” Fleming said. “Even fast-fashion brands take at least 60 days to react and get products into stores.”
Some believe skinny jeans won’t fully take over again, but they are making a noticeable return.
“I wouldn’t say they’re going to be the next go-to jean silhouette,” Fleming said. “But I do think they’ll become more popular and you’ll see more people wearing them.”
Whether or not skinny jeans make a full comeback, Earle’s ability to influence fashion is undeniable.
Her followers trust her sense of style and are willing to try new trends based on her recommendation.
“That being said, it’s exciting to see her bring back a cut that has been considered “out of style” for a while,” Mark said. “She’s making people rethink how they feel about skinny jeans.”
High schoolers follow trends on TikTok and Instagram, and when a big influencer like Earle embraces a style, it quickly becomes popular.
Whether or not skinny jeans fully return, one thing is clear, Alix Earle is shaping what young people desire to wear.
