Today’s latest fashion trends begin and end with Gen Z. Their influence and buying power are so strong that retailers are forced to adapt to an all-new list of consumer habits.
Brands who want to succeed in marketing in the Gen Z fashion space must partner with creators able to drive trends and speak the same language as young consumers. These partnerships add a layer of authenticity that simply cannot be replicated by an in-house ad team and is the only way for brands to stay on the cutting edge of a constantly evolving market.
What is the future of the fashion industry?
The fashion industry is moving toward more sustainable products and practices as the younger generation places a greater emphasis on minimizing their environmental impact.
You don’t have to be a student at a fancy boarding school to dress like one. The academia aesthetic, especially “dark academia,” is huge with Gen Z. Think pleated skirts, loafers, plaid, diamond patterns, and sweaters with collared shirts underneath.
Maximalism
Minimalism used to be trendy, but now maximalism has taken over. Maximalism has grown in popularity with Gen Z, in everything from clothing to jewelry to home furnishings. It’s all about making a statement with things that are colorful, shiny, and loud. The more pieces of jewelry you have on, the better.
Miniskirts
The only thing Gen Z has spared from maximalism is the size of the skirt. Micro minis are in, and Gen Z is happy to show off how small their skirts can
Young Gen Z’ers love Nike… but they love Amazon more A 2024 Piper Sandler survey found that Nike is by far the #1 clothing brand for teens as well as the #1 footwear brand. But when it comes to top shopping websites, Nike ended up in third place, with SHEIN taking second and Amazon being the #1 choice by a large margin.
Social media platforms attempt to ‘stay young.’ YouTube wins the prize for the social media platform that’s most popular with Gen Z. In 2024, over 80% of Gen Z users visited YouTube. In second place was Instagram at 75%, and TikTok was in third at 69%. These platforms have prioritized social commerce and influencer marketing to capitalize on their popularity with younger consumers.
Gen Z listens to influencers more than they listen to family and friends.
Over the past few years, retail and social media have grown more and more intertwined – and there’s no sign of that slowing down anytime soon. 97% of Gen Z shoppers say that social media is their main inspiration for purchases. Recent in-app shopping features developed by leading social media sites show that major platforms are ready.
US social commerce sales are expected to surpass $100 billion in 2026. Much of that growth is thanks to TikTok, which in 2024 surged ahead of Facebook and Instagram as the #1 social media platform on which people are making purchases. And with Gen Z making up a major portion of TikTok’s user base (40%) and playing a large role in social media trends in general, brands should take notice.
As the new “it” generation, Gen Z doesn’t just move the needle for the fashion industry. It is the needle for the fashion industry.
The younger generation has already obliterated many fashion staples that 90s babies held so dear. Low rise, side parts, and skinny jeans aren’t just uncool anymore. They’re *checks notes* cheugy.
Sorry, millennials, your time has passed. But we’re sure you’ll land on your feet—just make sure there are at least two inches of platform under them when you do.
With Gen Z calling the style shots, fashion retailers must adapt to meet a new list of demands. Successful brands need to reach young consumers on their favorite platforms to make researching and purchasing products as seamless as possible. They must also leverage influential young creators as their brand storytellers to add an additional layer of trust for a generation that’s beginning
