2024 Fashion Trends: 5 Styles Driven by Gen Z

Last Updated on: 22nd November 2023, 03:51 pm

“What are today’s kids wearing?” seems to be a question the fashion industry grapples with every year. 

Generation Z, the demographic born between 1997 and 2012, has become a formidable influence in the fashion industry, shaping trends and consumer preferences in ways never seen before. Case in point: 59% of the generation agree that companies should take a stand on social issues, according to a 2021 study by Ipsos

As Gen Z is set to continue to come into their own in 2024, we take a closer look at how their preferences, styles, and habits are reshaping the fashion industry — and how eCommerce entrepreneurs can find cross-border opportunities to take advantage of. 

1. Sustainable Chic

Source: Ipsos

Gen Z’s awareness of environmental issues has fostered a preference for sustainable and eco-friendly fashion. In 2021, Ipsos found that 37.6% of fashion-related discussions in the previous two years centered on sustainability, and 16.9% were about upcycling. 

Sustainable fashion champions garments made from sustainable materials and produced ethically. For example, brands like Patagonia and Stella McCartney are celebrated for their commitment to sustainable practices, resonating with Gen Z’s values. 

Top tip: Look for pieces made from organic cotton, recycled polyester, and other eco-friendly materials. Notable British brands focused on sustainability include names like Been London, Mother of Pearl, and Cossac

Prioritize quality over quantity, and consider the longevity of your garments to truly embrace sustainable chic.

2. Tech Wear

Urban tech wear is a term often used to describe garments that are designed for city living yet packed with technical features. It’s closely associated with gorpcore — a style focused on outdoor-inspired gear. 

Tech wear encompasses a clothing genre that integrates advanced fabrics and cutting-edge technologies, offering unconventional construction techniques and designs that promote optimal mobility. 

This contemporary fashion style includes an array of items, from trench coats crafted with breathable, waterproof materials to water-resistant sneakers and seamless t-shirts. 

3. Gender-Fluid Fashion

Gender-fluid fashion, which breaks down traditional gender norms, is gaining traction with Gen Z at its helm.

Brands such as Lucy & Yak and Palomo Spain offer gender-fluid lines, celebrating diversity and inclusivity. To incorporate gender-fluid pieces into your wardrobe, focus on versatile garments that can be styled in various ways, regardless of gender. Embrace fluidity in fashion and choose pieces that resonate with your personal style.

4. Retro Revival

For the adults over the age of 30 — this one is going to hurt. 

Gen Z has a notable love for vintage and retro, in particular, styles from the 90s and early 2000s. To blend retro with modern, pair vintage pieces with current trends, ensuring a balanced and personalized look. Brands like Re/Done and Urban Outfitters offer vintage-inspired collections that capture the essence of this style.

5. Streetwear Evolution

Streetwear, once relegated to casual wear, has evolved into a more sophisticated style under Gen Z’s influence. The style now includes key pieces like oversized hoodies, sneakers, and graphic tees paired with more tailored items. 

Brands like Last Pick and Corteiz are at the forefront of this evolution in the UK, offering pieces that balance trendiness with individuality. To adopt this style, mix and match streetwear staples with classic pieces, creating a look that is uniquely yours.

Gen Z’s young trailblazers are not just following trends; they are setting them, bringing forth a wave of change that aligns with their values and aesthetic preferences. For entrepreneurs looking to link international fashion enthusiasts with British brands, consider going for a trusted provider of international package delivery services from the UK to handle your logistics needs.  

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