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When talking about the fashion preferences of the younger generation of consumers named Generation Z, two words immediately come to mind: technology and sustainability. Today at Staiy our Fashion Editor, Daria Müller Velasquez, explains why this generation is worth paying attention to.

Words By Daria Müller Velasquez

December, 30th 2020


According to Wikipedia, “Generation Z, or Gen Z for short, are the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are the children of Generation X and sometimes millennials.” It is the representatives of this generation that are the first demographic group to gain wide access to smartphones with its all kinds of an abundance of social networks and e-shopping. Compared to previous generations, Generation Z is more concerned about educational opportunities and future employment prospects and often interested in science, innovative technologies, and modern art. Additionally, Generation Z has established itself as a generation focused primarily on sustainability and an eco-friendly fashion experience. But how does this “digital generation” change the practice of fashion?


Generation Z is most concerned about the climate crisis. The ability to recycle and remake clothes makes them feel like they are part of the global eco-movement. With the active movement on the way to a forward-thinking and ethical future, fashion brands are paying more attention to these sustainability issues and are investing money in sustainable fashion. Besides that, manufacturers are rethinking their approach by becoming greener and more planet-oriented.


”Every time you spend money, you’re casting a vote for the kind of world you want to live in.”

Anna Lappe


Independence in the formation of style leads to the fact that young people are willing to buy garments that cannot be found in the nearest shopping center. The pursuit of uniqueness often forces Generation Z to use social media to shop for clothes that only one small online store produces. In such a situation, worldwide-knows brands are in constant tension and frantically create new collections to be in trend, because in an era when bloggers and influencers dictate the rules of fashion, designers simply have no time to relax.



Generation Z is forcing the entire world to buy fewer clothes, fall in love with second-hand goods, and wear garments made from up-cycled and eco-friendly materials. The COVID-19 pandemic has only accelerated this trend. According to the research of a British Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA), 28% of people have started ordering second-hand clothes and giving old clothes a new lease on life. 35% of women said they were going to buy fewer new things, even when it’s over. It is this conscious consumption that best emphasizes the individuality of the representatives of this generation.


Generation Z has a strong belief in equality and respect for individuality and the right to expression. More and more young people are advocating for feminism, defending the rights of African-Americans and LGBTQ+ societies. Generation Z does not accept stereotypes and is constantly ready to fight them. Therefore, it directly affects the whole fashion industry. Famous luxury brands such as Etro, Gucci and Prada are blurring gender differences in their new collections to be able to attract the attention of the “digital generation”.