PEOPLE
People are an inherent part of fashion, arguably the most significant pillar. From the designers of clothes, the workers who manufacture them, and the consumers who wear them, people are the driving force behind fashion. In today’s technological society we are used to online shopping and being exposed to multitudes of advertisements everyday in our life. With technology only advancing and developing, how are the younger generations purchasing?
‘Gen Z is defined between the years of 1997-2012, ‘they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives.’ (Drapers, 2022) Being exposed to technology throughout life, we’re seeing a different kind of consumerism not seen from other generations – Individuality and expression are valued more and styles are constantly changing leading to fast-fashion brands trying to keep up with this quick consumerism – It is reported fast-fashion website Shein uploads 6,000 new items everyday to their website. (McKinsey, 2023) Despite this, Gen Z consumer habits can be defined as socially conscious – brands that align with sustainability, diversity and ethical practices are more favored. In 2023, 57.7% of Gen Z shoppers said it was fairly or very important brands are environmentally and ethically sustainable.
(Drapes, 2022)
So how can brands attract Gen Z and future audiences? The fashion industry has been dominated by western culture, the male gaze causes media to constantly promote the sexualization of women. As previously stated we are exposed to constant advertisement, a lot of them catering to the male view, showing unrealistic body standards and reinforcing the patriarchal views.
As of recently we’re seeing much more of a change in this, including more gender neutral and inclusive fashion which are not centered around the traditional gender roles and are more catering for the LGBTQIA+ community by steering away from traditional norms. One brand which has responded to a Gen Z audience is Mowalola, “I try to push the boundaries of showing skin, being comfortable with your sexuality, with menswear as well as womenswear.”
Nigerian-born designer Mowalola not only breaks gender norms while still using sex appeal to capture audiences, especially with many pop culture figures wearing their clothes such as Solange, Skepta, Ecco2k, Rihanna and Drake. Brands that aim to be successful through younger audiences should prioritize inclusivity, making sure everyone from all backgrounds and identity are represented, not just cis-gendered, white able-bodied models. They should appeal to the individuality of Gen Z’s style by offering unique and distinct pieces and authenticity, building trust with future generations with transparent marketing and being genuine.
References
Moran, G. (2022) Drapers, Gen Z and Millennials 2022
Patricia A. Cunningham (1992) Gendered Appearances in Twentieth-Century Popular Media, Dress, 19:1, 90-92
What is gen Z? (2023) McKinsey & Company.
Adegoke, Y. (2019) Subverting stereotypes with Mowalola, The Face.