Gen Z: Fashion's Fluid Generation

Published 08 June 2022

Author
Katie Devlin

The majority of global Gen Zers don’t pay attention to gendered clothing labels (Unidays, 2021). Yet, despite having $360bn in disposable income in the US alone (Gen Z Planet, 2021), brands are still at odds with how this cohort shops. Here, we analyse the major trend drivers behind Gen Z’s fluid outlook, and highlight key projects, brands, and opportunities.

The global unisex clothing market is expected to reach $3.2bn by 2030 (Industry Growth Insights, 2022), yet it remains a minefield for many brands. In this section, we break down the attitudes and habits of Gen Z shoppers, and examine why loungewear, underwear and streetwear are the key categories to target.
Menswear is enjoying a renewed and creative focus, but this time, designers and influencers alike are out to subvert traditional notions of what masculinity can look like, as well as who it's for. Here, we highlight the exciting brands and individuals who are reimagining menswear – or redesigning it completely.
We’ve been tracking an industry-wide femininity frenzy for a while now, and Gen Z’s affinity for traditionally girly glamour is here to stay. Spanning the expected whimsical dresses and delicate jewellery, as well as more disruptive streetwear interpretations, the feminine fashion landscape is more expansive and inclusive than ever.
Central to Gen Z sensibilities is a joyous attitude towards sexuality and self-expression, and this is reflected heavily in their post-pandemic nightlife attire. Key categories, from sexy lingerie to rave-ready clubwear, are challenging gender stereotypes and blurring the binary in a major way to cater to this sensually celebratory cohort.

Gen Z: Fashion's Fluid Generation

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Topics

Retail
Sports & Leisure
Children & Youth
Influencers
Brand Experience

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