
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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China’s fashion profile is fast shifting from factory-based follower to inspirational market leader – increasingly exporting the labels, talent and cultural capital that will set global trends, as well as becoming the strongest territory growth engine for many of the world’s biggest brands.