Fashion is personal and subjective. It keeps evolving with time and represents more than just clothing fibers; it talks about places, people, communities, culture, countries and traditions. Today, fashion is more experimental and goes beyond style and wanting to look good. Now, in this article, let us look at Gen Z’s influence on fashion and trends. Gen Z, short for Generation Z, is the generation of people born between late 1990’s and early 2000s. Their influence, as we know, has been in the usage of words that are referred to as brain rot language, social media trends and aesthetics as well. Gen Z’s influence on clothing and fashion is more unique yet some of them also try to bring back forgotten fashion with a touch of personalization.

According to BoF Insights (Business of Fashion):

“Gen-Z and Fashion in the Age of Realism is the newest report from BoF Insights, exploring Gen-Z’s relationship to fashion, identifying the distinct personality types, their sources of inspiration, their preferred brands, and their approach to sustainable fashion. This report is informed by in-depth analysis of social media behaviour, a survey of nearly 1,000 Gen-Zers as well as focus groups”

Fashion For The Digital Natives in The Age of Social Media and Technology

Digital Natives are people who are born amidst technology or the information era and GenZers are called digital natives for that very reason. This has profoundly influenced their choices and even plays a part in shaping their personality. With the influencer culture going strong, more people look forward to finding out what the next big thing in fashion is. Through the use of instagram, tiktok, facebook, YouTube and the likes, people work on adopting various kinds of styles. Brands and fashion organizations now look at marketing based on what the youngsters want to follow. Gen Zers are more aware, now that access to resources is easier, and look for brands online and offline that align with their thoughts and preferences. Fashion influencers play a pivotal role in promoting fashion and identity amongst Gen Zers.

Understanding Gender Fluidity and Breaking Stigma – Identifying Stereotypical Norms and Disintegrating Patterns

Stepping away from what was once the norm is not merely a trend, it is a statement and is personal. Fashion today is about appreciation, uniqueness and communities. The emphasis on fair – trade, understanding and knowing where the clothes you wear comes from is important and commendable. In an article by McKinsey & Company published in 2019, it states the following:

“In Asia, Fast Retailing, the parent company of Japanese retailer Uniqlo, has made efforts to hire refugees and, since 2016, has donated more than $5 million to the support of refugee initiatives in Asia. British retailer ASOS has taken a different approach to support refugees, launching an exclusive lingerie line in partnership with designer Katharine Hamnett and Help Refugees, a nongovernmental organization that will receive all profits from the initiative”

With respect to gender fluidity, clothing is no longer being boxed and goes beyond binaries of men’s and women’s clothing. The generation we see today, are now advocating for clothing and brands that are more inclusive and companies that understand that stepping away from stereotypical norms is the way to go.

Fair Trade, Ethical Fashion and Sustainability – Emphasizing The Importance of Fairer Working Conditions and Ethical Practices

Often regarded as nonchalant, these digital natives make it a point to prove people wrong by being more mindful and political. Most Gen Zers look out for brands that indulge in fair trade, are ethical and pay fair wages to all their workers. They prioritize ethical labor environments and practices that are rooted in acknowledging cultures and the origin of styles and patterns.

According to the publication ‘Uncovering Gen Z’s Styles: A Deep Dive into the Consumer Behavior in the Fashion Industry’ by the International Journal of Advanced Multidisciplinary Research and Studies:

“Gen Z’s attitudes manifest in their shopping habits, including being picky, following trends, choosing ethical brands, and making decisions, influencing their thoughts and values as fashion consumers. Gen Z consumers’ purchasing decisions are influenced by trust, ethical considerations, and personal preferences. Gen Z consumers value positive feedback, social media trends, and sustainable ethical fashion”

It further states: “Sustainability and ethical factors can also influence consumer purchasing decisions. To promote a more sustainable and responsible industry, brands should be transparent about their practices, develop affordable, sustainable options, and provide clear information”

Gen Zers prioritize personal style over following new trends. They prioritize individuality and being able to own their personality that reflects through their clothing choices. This is also with respect to being accepted for who they are and eliminating the norm of judging people based on looks.

The Use of Artificial Intelligence and Virtual Reality in The Fashion Industry

Digital fashion is a spectrum within the fashion industry that uses 3D softwares and artificial intelligence to produce and create realistic clothing simulations that are digital – only products. The digital fashion revolution offers the space to integrate AR (augmented reality) try – ons and exist in a digital realm where they can purchase products that can be worn in online spaces. These are called Virtual Clothing. 

We also, now, get to see the rise of virtual influencers who are characters that are created using softwares and have followers on social media. These virtual influencers, often generated by brands, play a pivotal role in influencing fashion choices and preferences. Digital spaces that are available now, give Gen Zers the option to explore and experiment with fashion identities and create outfits that represent their personality.

Conclusion

From Gen Z’s commitment to fair trade and sustainability to emphasizing gender fluidity and inclusivity; It is evident and quite obvious that these are undeniable and are not mere trends. This new generation is redefining and reshaping the approaches in fashion and how people see clothing. Major companies and prominent organizations are shifting work models to incorporate what the young generation wants. The idea is to create a space within the industry and outside that is more responsible, inclusive, accountable and reflects values of the new generation.

Read more about AAFT’s School of Fashion and Design.