As the new “it” generation, Gen Z doesn’t just move the needle for the fashion industry. It is the needle for the fashion industry.
The younger generation has already obliterated many fashion staples that 90s babies held so dear. Low rise, side parts, and skinny jeans aren’t just uncool anymore. They’re *checks notes* cheugy.
Sorry, millennials, your time has passed. But we’re sure you’ll land on your feet—just make sure there are at least two inches of platform under them when you do.
With Gen Z calling the style shots, fashion retailers must adapt to meet a new list of demands. Successful brands need to reach young consumers on their favorite platforms to make researching and purchasing products as seamless as possible. They must also leverage influential young creators as their brand storytellers to add an additional layer of trust for a generation that’s beginning to place authenticity above all else in the ecommerce landscape.
In this blog, we’ll dig into Gen Z shopping habits, how they influence the fashion industry, and trends to watch for. Then, we’ll introduce you to the top Gen Z fashion influencers, some of today’s most popular young creators.
Gen Z shopping habits
Over the past few years, retail and social media have grown more and more intertwined – and there’s no sign of that slowing down anytime soon. 97% of Gen Z shoppers say that social media is their main inspiration for purchases. Recent in-app shopping features developed by leading social media sites show that major platforms are ready.
US social commerce sales are expected to surpass $100 billion in 2026. Much of that growth is thanks to TikTok, which in 2024 surged ahead of Facebook and Instagram as the #1 social media platform on which people are making purchases. And with Gen Z making up a major portion of TikTok’s user base (40%) and playing a large role in social media trends in general, brands should take notice.
Gen Z already has a collective buying power of $150 billion despite much of half the generation yet to enter the full-time workforce. Their increased use of social media platforms as a source for product information should signal a perfect opportunity for retailers to leverage these platforms to reach a growing audience.
How Gen Z influences the fashion industry
Young Gen Z’ers love Nike… but they love Amazon more
A 2024 Piper Sandler survey found that Nike is by far the #1 clothing brand for teens as well as the #1 footwear brand. But when it comes to top shopping websites, Nike ended up in third place, with SHEIN taking second and Amazon being the #1 choice by a large margin.
Social media platforms attempt to ‘stay young.’
YouTube wins the prize for the social media platform that’s most popular with Gen Z. In 2024, over 80% of Gen Z users visited YouTube. In second place was Instagram at 75%, and TikTok was in third at 69%. These platforms have prioritized social commerce and influencer marketing to capitalize on their popularity with younger consumers.
Gen Z listens to influencers more than they listen to family and friends.
Recent consumer survey data shows that Gen Z is far more likely to trust their favorite creator for fashion advice than they are to trust a friend or family member. This shift shows exactly how much power social media has to influence product decisions online—especially with younger audiences.
Gen Z fashion trends to look out for
Academia aesthetic
@amberfawnby shirt and cardigan – @Brandy Melville, skirt – @H&M, bag – @Ecosusi, shoes – @Dr. Martens #autumnfashion #darkacademia ♬ gilmore lala – <3
You don’t have to be a student at a fancy boarding school to dress like one. The academia aesthetic, especially “dark academia,” is huge with Gen Z. Think pleated skirts, loafers, plaid, diamond patterns, and sweaters with collared shirts underneath.
Maximalism
@kimmfeliz A maximalist dreams come true @TJ Maxx #tjmaxxfinds #maximaliststyle #maximalistfashion #maximalistjewelry ♬ original sound – Kim Feliz
Minimalism used to be trendy, but now maximalism has taken over. Maximalism has grown in popularity with Gen Z, in everything from clothing to jewelry to home furnishings. It’s all about making a statement with things that are colorful, shiny, and loud. The more pieces of jewelry you have on, the better.
Miniskirts
@arminarshe probably the miniesttt skirt ive ever tried 😭#miniskirtoutfit #miniskirt #miniskirtoutfits #girlyoutfit #grwmoutfit #pleatedskirt #pleatedminiskirt ♬ Stompin' at the Savoy – Benny Goodman
The only thing Gen Z has spared from maximalism is the size of the skirt. Micro minis are in, and Gen Z is happy to show off how small their skirts can be. Who What Wear correctly predicted this trend in 2023 and showed that it’s possible to wear minis all year long, even in winter.
Gender-fluid fashion
@yesconnieishere gender neutral outfit ideas 4 u
♬ original sound – connie
Gen Z has fully embraced gender fluidity, turning it into a fashion headliner for the younger generation. From makeup tutorials with genderless borders to androgynous fits inspired by bygone eras, Gen Z has shredded the boundaries of fashion and put fashion retailers on notice. Some major sellers have already addressed the evolution by partnering with fashion brands to meet the demand with gender-fluid collections.
“Retailers and brands should be looking at gender-fluid apparel as an opportunity. It absolutely can’t be ignored. It will definitely be impacting the fashion trends of the future. And the retailers and brands that are doing it now are really going to be ahead of the curve.”
— from CNBC’s interview with Erin Schmidt, Senior Analyst at Coresight Research
Anything but skinny jeans
@jillianleegurley wide leg jeans are so flattering!!! 🫶🏼 #styletips #jeansoutfit #winteroutfit @madewell ♬ Genesis – Grimes
Skinny jeans are out. Gen Z deemed tight jeans “uncool” in 2021, and (despite some millennial tears) it looks like they were right. From loungewear and baggy jeans to #grandpacore, loose fits are here to stay—at least for now.
A push for sustainability
@justinp.etn Upcycling Clothing can change your life. Let me know if you’d have this upcycled top in your closet #fashion #upcycledclothing #slowfashion #sustainable #nyfw ♬ 5PM – ADTurnUp
Protecting the environment is a major concern for Gen Z. A 2024 Deloitte survey found that 64% of Gen Z is willing to pay more to buy environmentally sustainable products, and 25% reduced or stopped buying from businesses with unsustainable practices. The younger generation has called for more brands to eliminate fast fashion and begin using sustainable practices – and plenty of fashion brands have stepped up.
Thrifting
@arcticjackie what she said #secondhandfashion #thrifting #styleinspo #outfit #fashion #sustainablefashion ♬ original sound – arcticjackie
The push for sustainability gave rise to the thrifting trend. Some of the most engaging fashion content on TikTok comes from creators who hit second-hand stores and share their haul with their audience. The practice also makes for great vintage finds that pair nicely with pieces from some of today’s hottest brands and styles.
Top Gen Z influencers to follow on social media right now
Gen Z fashion influencers on Instagram
1. Eyes Rodgers
Eyes Rodgers is a Japanese model and artist currently living in Amsterdam. She’s known for her laid-back Y2K fashion sense and wide catalog of hairstyle and accessory inspiration. Eyes has recently partnered with brands like Tommy Hilfiger, H&M, and ASOS, among others.
You can also follow Eyes on TikTok.
2. Aly Meghani
Aly Meghani is a one-stop shop for everything streetwear fashion. He always keeps his content light and fun with looks into his eclectic wardrobe and fits inspired by well-known cartoon characters and popular television characters.
You can also follow Aly on TikTok and YouTube.
3. Barbie Ferreira
Barbie Ferreira is a model, actress, and body positivity activist known best for her role as Kat Hernandez in the HBO show Euphoria. She went viral for “unretouched” photos posted for a campaign with Aerie in 2016. Later that year, TIME included Barbie in its “30 Most Influential Teens” list.
4. Evita Nuh
Evita Nuh is a columnist for Gogirl! magazine and the creative director for EN.PENS. The Indonesian fashionista first put her stamp on the industry as an 8-year-old blogger creating content around her playful, gender-fluid style.
You can get more style tips from Evita on her blog.
Gen Z fashion influencers on TikTok
1. Mira Al-Momani
Mira Al-Momani is all about sustainable fashion industry practices and materials. She posts daily “get ready with me” content that features styles from emerging designers and “slow fashion” practices. Mira is also passionate about body positivity and advocates a new standard of sample sizes as a step forward in regulating safety in the modeling industry.
You can also follow Mira on Instagram.
2. Lewys Ball
@lookingforlewys Grace is that girl my one and only love island take this series ☺️
♬ original sound – lewys
Lewys Ball is a Scottish fashion and lifestyle creator. With the mantra “makeup is for everybody to wear,” Lewys shares DIY tips for aspiring stylists while incorporating song solos and day-in-the-life vlog content. In 2018, he released a Snapchat show titled Working With Lewys, empowering fans of all genders, sexualities, ages, and ethnicities to “literally own it.”
You can also follow Lewys on Twitter, YouTube, and Instagram.
3. Clara Perlmutter
@tinyjewishgirl Hehehe!! Went down the rabbit hole with @nike ♬ original sound – clara
Better known online as TinyJewishGirl, Clara Perlmutter rose to TikTok stardom during the pandemic when her boredom with pajamas drove her to share her distinctively stylish closet with the world. Clara admits her style might not always “make sense” but hopes fans will come along and enjoy the wild ride.
You can find more of her content on Instagram and Twitter.
4. Monika Mancini
@monikkamancini @The Talentless House 👀👀👀 #grwm ♬ original sound – Monika Mancini 🦋
Monika Mancini produces outfit inspiration that teaches women how to dress for their specific body type. Her style tips and hacks are perfect for anyone looking for the latest in comfort and fashion.
You can also follow Monika on Instagram and YouTube.
5. Asmala.la
@asmala.la اشتقتلكم كتير ❤️🙈واخيراً رجعتلكم بلفة حجاب جديدة بعد ما الحمدلله خلصت الحرب على غزة بس لسا لازم ندعيلهم وما ننساهم 🇵🇸🍉 #حجاب #حجاب_ستايل #ترند ♬ الصوت الأصلي – Omar.bakri
Asmala.la is one of the leading hijab style creators on TikTok. Her content inspires thousands of ladies searching for hijab looks for any occasion.
You can also follow Asmala.la on Instagram.
Gen Z fashion influencers on YouTube
1. Janhavi Tiwari
Janhavi Tiwari, who goes by the moniker The Brown Daughter on YouTube, is a 20-year-old student who produces blogs, challenges, makeup, and relatable fashion content. Janhavi’s fans love her day-in-the-life content that features fresh outfits inspired by her Indian roots.
You can find more of her content on Instagram.
2. Jules LeBlanc
YouTuber, actress, singer, and former gymnast—Jules has done it all. She first gained fame as part of the Bratayley family vlogs before launching her own channel, where she shares lifestyle content, music, and behind-the-scenes moments. Jules starred in Chicken Girls and A Girl Named Jo, making her one of the rare creators who successfully transitioned into mainstream entertainment.
3. Emma Chamberlain
Emma Chamberlain made a name for herself in the fashion industry by posting realistic and relatable looks with her own unique flair. TIME magazine named her to its “25 Most Influential People on the Internet” list in 2019 and credited her for “pioneering an approach to vlogging that shook up YouTube’s unofficial style guide.”
You can also follow Emma on Instagram.
4. Vivian V
Vivian V is a fashion and beauty guru creating tutorials and DIY content for her 1.6 million YouTube subscribers. Her regular vlogs give fans a look into her daily routine and how she lands affordable finds for classic looks.
You can also follow Vivian on Facebook, Instagram, and Twitter.
Key takeaway: Gen Z fashion trends power the ecommerce clothing landscape.
Today’s latest fashion trends begin and end with Gen Z. Their influence and buying power are so strong that retailers are forced to adapt to an all-new list of consumer habits.
Brands who want to succeed in marketing in the Gen Z fashion space must partner with creators able to drive trends and speak the same language as young consumers. These partnerships add a layer of authenticity that simply cannot be replicated by an in-house ad team and is the only way for brands to stay on the cutting edge of a constantly evolving market.
Learn more about influencer marketing: Influencer Marketing 101
