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A Gen Z fashion influencei explains how the luxuiy segment is keeping up with the times.
TURNING THE TIDE OF HIGH FASHION
Every morning I wake up and ask myself: “How can I build my fashion brand on TikTok?” I actively scramble for new content ideas, since wearing cool outfits, reviewing luxury brands and making explainers are simply not enough. Gen Z is no stranger to luxury – ever since we were teens, we’ve bought designer items, cultivated knowledge and developed our own styles through social media. We’re more than willing to go against the grain and forge a path by bringing our values and perspectives to the table.
We were born during the heyday of Facebook and Instagram, grew up amid the TikTok craze and now we’re on the verge of an AI revolution. We watch, live and sleep with new trends as they emerge daily. As a result, we expect constant innovation in fashion since it is one of our primary interests, perhaps more than music, movies or even video games.
It is no coincidence that seven K-pop artists, many of whom are still in their early 20s, have been named as brand ambassadors for luxury brands in the first few months of 2023. Gucci released their Metaverse game, while Louis Vuitton partnered with League of Legends and the NBA in a quest for fresh trends, youthfulness, untamed rebellion and unrestrained freedom. Furthermore, many luxury brands have begun streaming their fashion shows on Instagram and TikTok to better reach viewers aged 12 to 25.
COINING NEW TERMS
Not only are we keen on following new trends, but we also have a different perspective on fashion. Styles were once clearly delineated and rigidly defined by fashion designers and influential figures. Now, they are formed through the prism and unique viewpoints of Gen Z, with a slew of new terms constantly emerging to define new aesthetics: e-boy & e-girl (influential Internet figures); softboy (gentle boy); barbie-core (aesthetic inspired by Mattel’s Barbie dolls); normcore (unpretentious, average- looking clothing); business-core (workwear-made- cool); gorpcore (outdoors-inspired aesthetics); blokecore (homage to sports uniforms) or old money (wealthy, classic style).
To some, we’re considered unruly and rebellious for flipping the current order on its head. Nevertheless, these terms have spread like wildfire and are now used in fashion magazines around the world. Vogue even dedicated an entire article to explaining the softboy trend. As for e-boy and e-girl, the image associated with these two terms was so influential that it served as the aesthetic inspiration for CELINE’s 2021 Spring/Summer collection, Dancing Kids.
THE PURSUIT OF NEW CONNECTIONS
Zoomers put a premium on connecting their brands with their authentic selves. We didn’t go into fashion for purely aesthetic reasons – possibly because we were born into a world keenly aware of social issues and grew up reading about the tremendous environmental damage caused by the fashion industry.
Our brands also serve as a declaration of our values, which include bodily autonomy, gender fluidity and equality, anti-racism, environmental sustainability and the abolition of cultural appropriation. If luxury brands fail to live up to these values, they risk alienation or even boycotts from Gen Z customers.
If we’re this picky and different, why do luxury brands go the extra mile to attract our attention? Because ultimately, Zoomers are huge spenders. According to a Bain & Co. survey, Gen Z consumers buy their first luxury items, such as handbags, shoes, watches and jewelry, at the age of 15 – three years earlier than Millennials. These young people will undoubtedly spend much more in the next 5 to 10 years.
Customers aged 12 to 25 in the US alone have a total spending power of USD 360 billion as of October 2022. This trend may not be as noticeable in a developing economy like Vietnam, but in markets such as the US, China or Western Europe, Gen Z exerts considerable financial power on the luxury fashion industry.
One thing is certain: the world of haute couture has changed significantly ever since Gen Z has taken the stage. And so, I return to the same question once again: how can I keep my TikTok channel fresh and current!?
