A new crop of fashion-forward and stylish individuals have taken over the internet the past few years. We’re slowly shaping what Gen Z fashion looks like. Style trends like acubi fashion and the “performative men” style signal how this younger generation views fashion: a sense of rebellion and non-conformity to the strict rules of style.
These two styles are only the tip of the iceberg. Many Gen Z fashion trends shape today’s culture and influence how the fashion industry works, including the retail landscape. From ushering different ‘-core’ styles to using the social media platforms for fashion commentary, they affect what brands create, how they design clothes, and how they promote them.
What’s driving this shift?
Gen Z, The New Generation of Buyers
Gen Z are people born between 1997 and 2012. They are the first generation that are considered as digital natives, with the internet being a big part of their lives since at a young age. It’s no surprise that conversation regarding style has moved away from magazines and publications to online spaces like Instagram and TikTok, where fashion influencers help spread new looks.
The internet also has played a pivotal role in shaping Gen Z into one of the most socially aware and critical generations. This generation grew up in a hyperconnected world where discussions on climate change, gender equality, racial justice, and mental health unfold in real time. This digital environment has not only made them more informed but also more empowered to question systems, challenge outdated norms, and demand accountability from institutions and public figures.
With the oldest Gen Z having already entered the work force for years at this point and having formed a significant spending power, these values also affected spending habits. And of course, brands are trying to keep up with this shift.
The Old has Become Gen Z’s Go-To
The internet has given Gen Z the access to the idea of archival fashion, from fashion show images to celebrity street style. Pair this with influencers and fashion icons of today like Emma Chamberlain and Ashley (known as bestdressed) that gained notoriety from their thrift hauls and the popularity of archival pulls on the red carpet.
For a generation that may not afford the latest luxury drops, many younger shoppers turn to vintage as an accessible way to find unique and high-quality pieces. That’s why luxury consignment and resale websites like The RealReal, Vestiaire Collective and other general resale platforms such as eBay and Depop have become the go-to sites. Vintage and thrift stores also have become physical hotspots for people looking for new “old” finds.
@therealreal You know what time it is @girlsoclock #watches #vintage #vintagejewelry ♬ original sound - The RealReal
As an eco-conscious group, this movement allows clothes to circulate within the community instead of filling the landfills. Gen Z shares and reimagines fashion rather than buying, wearing once, and tossing. The resale market delivers unique finds while championing reuse over waste.
Denim is one of the most common thrifted items, especially Levi’s jeans has become a holy grail. That’s why it’s not surprising that the brand is finding new ways to reach today’s generation.
@levis Oh no! Our jeans… they’re broken! Luckily it’s nothing our Tailor Shop can’t fix ✂️🧵 #buybetterwearlonger #liveinlevis ♬ original sound - Levi’s
Through its SecondHand program, the brand buys back old jeans and resells them to give each pair a second life. In select stores, staff repair, patch, and customize denim in Tailor Shops beside displays of pre-owned pieces. Customers can trade in used jeans for store credit to extend the life of their clothes.
Turning Fashion Into a Gen Z Experience
Experiencing a worldwide pandemic also affected how Gen Z are interacting with brands. With much of life shifting indoors, they turned to digital spaces not just for connection, but for creation and storytelling to express themselves and make sense of a changing world.
This period shaped Gen Z’s expectations for content and brands alike: they now seek narratives that feel authentic, emotionally resonant, and thoughtfully built. Whether it’s a short-form video, a fashion campaign, or a virtual universe, Gen Z values storytelling and world-building as essential tools for meaning, identity, and connection in the digital age.
A brand like LOEWE perfectly captures this shift toward creativity, storytelling, and world-building through its distinctive social media presence. Rather than relying solely on traditional luxury cues, the brand blends surreal imagery and craftsmanship with irreverent humor and viral internet trends. By collaborating with artists – regardless of production quality – they’ve built a digital identity where followers aren’t just consumers, but participants in a shared artistic experience.
@loewe He just wanted to help 🥹 #LOEWE ♬ Relaxed (Sped Up) - MC Mablo Dos Paredões
This does not only cover the online space. Many Gen Z actually value an in-store shopping experience and buy into brands that not only provide product but also experience. That’s why brands try their best to create experiential spaces.
For their NYC pop-up, Jaded London held an open casting call where people have the possibility to participate in one of their campaigns. This is one of their several activities, others include having a tattoo artist and DJ in their pop up stores, creating not only retail spaces but community hubs.
@jadedldn WE < 3 U NYC
♬ sugar cookie - nicole ୨୧
Gen Z Keeps It Real
Gen Z values authenticity, transparency, and strong moral principles more than any generation before them, and this deeply influences the brands they choose to support. They gravitate toward companies that are open about their processes, inclusive in their storytelling, and vocal about social and environmental issues. As a result, brands are also becoming open about things like sustainable production and fair labor practices.
Smaller labels like Big Bud Press from Los Angeles are committed to transparency and sustainability, the brand follows a strict “Eyes-On” production policy, ensuring sweatshop-free practices. Their unisex apparel are made mostly of 100% cotton or recycled yarns, dyed with low-impact, non-toxic dyes, and other materials made locally. The brand also uses 100% recycled poly bags for packaging and continues to seek even more sustainable solutions.
Today’s generation also views fashion as a way to express who they are regardless of traditional gender roles.
A few years ago, Gucci released their “MX Collection”, the brand’s exploration of gender fluidity and self-expression. Through fluid tailoring, bold patterns, and non-gendered styling, Gucci MX highlights the idea that personal style transcends labels. The collection is also reflected in Gucci’s online presence, where product categories are organized without gender distinctions, reinforcing the message that fashion should be a space for individuality, authenticity, and self-discovery.
Is Gen Z the Generation Changing Fashion Forever?
Gen Z is undeniably redefining what fashion means and how it operates. No longer content with surface-level trends or passive consumption, this generation demands authenticity, inclusivity, and purpose from the brands they support.
It’s hard to say the impact of Gen Z’s retail habits will affect the market and fashion industry at large. But, as early as now, a palpable shift is definitely happening.
Through them, Gen Z fashion is shaping a future where fashion feels honest, inclusive and sustainable. One can only hope that these would lead to positive impacts in the future. But for now, more than ever, we are getting highly creative and compelling storytelling from brands. And that’s something to be fascinated about.
