Generation Z strives for individuality. They don’t look at models in magazines, instead they listen to more relatable influencers. They expect to be given a credible view of how real people wear clothes, which makes them more likely to opt for emerging brands with wholesome values. An awareness of fast fashion’s environmental impact is certainly there – but they need brands to support them to make sustainable purchases without compromising on look, feel and functionality.
Ultimately, the brands that will thrive in the Gen Z era are those that can provide both value for money and a values-oriented ethos, embracing diversity and also supporting responsible manufacturing processes.
Emerging YouTubers whose niche is sustainable fashion, such as Kristen Leo or Chloé Kian, offer a welcome antidote to the endless carousel of fast fashion advertising.