A New Study Reveals Over Half of UK Women Prioritise Comfort and Fit Over Trends
23-03-2025
Do fashion trends align with what we choose to buy and wear, and which styles truly give us the most confidence? Feel-good fashion experts Simply Be have surveyed real UK women to discover the factors that actually influence our style.
Fit and Comfort are the Cornerstones of UK Women’s Confidence
Simply Be’s survey shows that 66% of UK women believe that the fit of their clothing is the most crucial factor impacting confidence in their style choices. Additionally, over half of the respondents (55%) agree that feeling comfortable in their clothes is more essential to how they shop than following current trends.
However, the survey also revealed that most women in the UK enjoy incorporating trends into their wardrobe and want to. This highlights 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.
The following table shows the top 5 factors that UK women surveyed stated made them feel most confident about what they wear. Respondents could select up to two answers.
| What, if anything, makes you feel most confident about the clothes you are wearing? | % of Responses |
| 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 Biggest Trendsetters
While most women in the UK are keen on incorporating current trends into their wardrobe, the survey revealed that women in the North of England (46%) and Greater London (44%) are particularly trend-conscious, frequently updating their clothing choices based on the latest fashion movements.
London’s vibrant fashion scene and the presence of numerous fashion-forward events and influencers create an environment where trends rapidly evolve and are eagerly adopted. Similarly, the North of England has a long history of creativity and clothing production backed by Chanel’s decision to stage its Métiers d’art show in Manchester last year, crowning the city as a fashion hub.
UK Women Reveal Their Top Influences and Sources of Style Advice
Responses to SimplyBe’s survey show that – unsurprisingly – trend awareness amongst women of all age groups (18-45) in the UK is heavily influenced by social media platforms, with Instagram (39%) and TikTok (33%) playing the most significant role in shaping fashion preferences. However out of all potential sources for style advice it’s our friends (26%) that we trust the most and celebrities or celebrity influencers that we trust the least (13%).
The table below shows the top 3 influences whose opinion UK women surveyed stated they trust the most for style advice. Respondents could select one answer.
| Whose opinion do you trust the most when it comes to fashion/style, if anyone? | % of Responses |
| Friends | 26% |
| Family | 20% |
| Romantic partner | 18% |
Melissa Kaye, Brand Lead at Simply Be says: “Friends more than anyone else in our life – including romantic partners according to the survey – understand our style preferences, and body types, allowing them to offer tailored recommendations that we feel confident in. Friends can provide constructive feedback without the pressure often associated with professional stylists or influencers. Additionally, friends often share similar cultural references and lifestyle contexts, making their advice more relatable and relevant.”
The Most Influential UK Style Trend of 2024
A few trends have emerged from Simply Be’s survey as having the biggest influence on UK style, but “Girlhood” takes the lead as the most influential in 2024 according to real women. Melissa Kaye, Brand Lead at Simply Be provides the following insight into why this trend is so popular and how to incorporate it into your wardrobe:
The Rise of the Girlhood Aesthetic
“The Girlhood aesthetic – amassing nearly 550,000 posts on TikTok – is about more than just clothing; it represents a cultural shift where women are reclaiming aspects of their femininity, redefining what it means to be a girl and empowering eachother to embrace and share their interests and aesthetics without shame.
“This movement has captivated the fashion world with its sweet, nostalgic motifs, including bows, ballet flats, and pastel colours. The trend has gone through many iterations over the past few years from ‘Barbie Summer’ to ‘demure fall’ (or Autumn) demonstrating its timeless appeal.
“To emulate the Girlhood aesthetic, focus on incorporating playful hyper-feminine elements into your wardrobe. Start with key pieces like satin skirts, dresses adorned with bows and ruffled blouses which evoke a sense of nostalgia and innocence. Accessories play a crucial role; consider adding statement hair bows, whimsical clips, and dainty ballet flats to enhance your look. Embrace soft colours, and experiment with textures such as lace to capture the essence of youthful femininity.”
Sources & Methodology: Simply Be commissioned an independent survey of 2000 women across the UK focused on the factors influencing their style choices and confidence.
