Gen-Z and Fashion in the Age of Realism | BoF Insights

Fashion is the favo

rite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music.

Gen-Z has inverted the design process — aesthetics like Barbiecore, Cottagecore, Dark Academia and Coastal Grandma originated bottoms-up from social media and resale platform content instead of top-down from fashion brands and retailers. As a result, many Gen-Zers tend to adapt pieces representative of trends into their own personal styles, as opp