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'Swag Gap' explained as a third of people admit to ending dates over it

Home> News> Sex & Relationships

Published 20:38 24 Feb 2026 GMT

'Swag Gap' explained as a third of people admit to ending dates over it

The so-called 'gap' apparently makes people less attracted to their date

Niamh Shackleton

Niamh Shackleton

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Featured Image Credit: Getty Stock

Topics: Fashion, Tinder, Social Media, Sex and Relationships, Viral

Niamh Shackleton
Niamh Shackleton

Niamh Shackleton is an experienced journalist for UNILAD, specialising in topics including mental health and showbiz, as well as anything Henry Cavill and cat related. She has previously worked for OK! Magazine, Caters and Kennedy.

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It's pretty hard to keep up with all the new terms when it comes to dating and relationships, but this particular phrase doesn't appear to be going anywhere anytime soon.

Gen-Z have coined the term 'Swag Gap', which went viral on social media last year.

There have been questions if couples are able to survive the so-called 'gap' — which Justin and Hailey Bieber have previously been used as an example of.

We've all seen that 2023 photo of the married couple together in New York where Hailey is sporting a red mini dress, heels, and matching purse, while award-winning singer Justin followed closely behind with his hood up (and a pink cap on top of his hood), a pair of grey shorts, white socks, and bright yellow Crocs.

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This, my friends, is supposedly a 'Swag Gap'.

Evidently Justin and Hailey Bieber had different stylists that day... (Gotham/GC Images)
Evidently Justin and Hailey Bieber had different stylists that day... (Gotham/GC Images)

In times like these, I turn to Urban Dictionary for a definition of a newly created term.

In this case, a 'Swag Gap' is described as: "Where one person in the relationship is more fashion conscious than the other."

Evidently the so-called 'Swag Gap' hasn't impacted Hailey and Justin's marriage and the pair are still happily together, but apparently it's affecting other people's dating lives.

Per new data put together by Tinder, 29 percent of young adults in the UK have cut a date short or dipped out of going on a second date because of a 'Swag Gap', despite having good chemistry and conversations with the other person.

Ruthless.

The survey quizzed 2,000 Brits aged 18-34, 45 percent of whom said that they’ve either been in this type of relationship or know someone who has.

Additionally, apparently 60 percent of respondents say they notice a 'Swag Gap' within the first twenty minutes of meeting a potential suitor.

Some suggested that there was a 'Swag Gap' between Pete Davidson and Kim Kardashian (Paul Morigi/Getty Images)
Some suggested that there was a 'Swag Gap' between Pete Davidson and Kim Kardashian (Paul Morigi/Getty Images)

The matter has been widely discussed on social media, including Reddit. On one thread dating back a few months ago, someone questioned if people could date someone who 'doesn't care about fashion'.

Somebody replied: "I'm just a lot more attracted to women who dress cool. It’s not a huge turn off if they don’t, but I definitely am more into a girl when she has swag."

A second said: "It’s a bonus if she cares but I’m really more worried about an emotional and intellectual connection with someone who shares similar values to me and who wants the same thing."

"Fashion and dressing appropriately are two separate things, completely. I think people get those two confused," argued a third.

Another person said of 'Swag Gaps' affecting relationships: "If you genuinely care about this you need to have a word with yourself."

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