
Published 03 February 2023
A key trend in our Gen Z Style IRL 2023 report, merch bearing ironic and rebellious catchphrases is all the rage with youth cohorts looking to make a statement – and a shareable social media moment. We highlight six brands with meme-heavy motifs and sarcastic slogans that are resonating strongly with young consumers’ sardonic sensibilities.



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The A/W 26 fashion season drew to a close in Paris, where we saw a melting pot of diverse looks, from confirmation of the season’s new mood for a more classic approach to wardrobing, through to inspirational upcycling targeted at the more junior market – all delivering powerful messages for the season...