Gen Z is taking the fashion world by storm and 2025 is proving to be their year. As one of the fastest growing and most influential shopping demographics, Gen Z Not just leading the trends; They are shaping entire industries with their purchasing power. This generation, completely digital-first, is making waves in the fashion sector, and, clearly, brands are struggling to keep up.
More than just the online teens with the screen time that would have shocked a Victorian child, Gen Z has shown that they know How to use their dollars To make waves. From exclusive drops to viral collaborations, they are changing the way brands interact with consumers. It is not enough for a brand to just be good; It has to feel authentic, accessible, and community-driven. In 2025, Fashion isn’t just about what’s attractive – it’s about what you’re wearing it with (virtually or IRL).
Whether it’s teaming up with emerging designers or jumping on global style challenges, Gen Z is proving that they love fashion that reflects their values and their sense of belonging. The idea of the “lone trendsetter” has turned into a collective genre experience, with entire digital communities deciding what happens next.
As we approach the middle of the decade, it’s becoming clear that Gen Z is not just a flash in the pan. Their shopping habits are revolutionizing retail, pushing brands to be agile, more inclusive and, above all, more aligned with their values. The fashion industry is no longer just chasing trends – they’re chasing Gen Z. And if the first half of 2020 is any indication, we’re in for a stylish ride ahead.
Below, scroll through the year-defining trends Gen Z is already shopping for. From beloved brands like Coach, Sandy Liang, and Miu Miu, it’s clear that Gen Z has more power than ever.
(Image credit: Imaxtree Spotlight)
Gen Z love nothing more than a color trend — in this editor’s eyes, they’re largely responsible for the massive rise of cherry red shades in 2024. Perhaps it’s a return or saturation of delicate, romantic styles. Wicked-themed motifs, but I’m feeling a rise of light pink in 2025. unlike last summer hot pink barbie-coded Of the moment, the light pink trend of 2025 feels a little more light, airy and romantic. Soft hues dominated spring 2025 and resortwear collections from beloved designers like Sandy Liang, Jil Sander and Alaia, with looks like flowy dresses, satin jackets and oversize totes.
While there is already a range of pastel pink dresses on the market in anticipation of this trend taking off from February and March, I suspect this won’t be limited to just spring. While Millennials are highly attuned to nudes and minimalist black-and-white color palettes, Gen Z often gravitate toward bright, personality-driven colors.
Sandy Liang
Flower Power 2.0 in Ballet Pink
Repetto
Pink Cendrillon Ballerina Flats
Aritzia
Sunday Best Biscotti Cardigan
(Image credit: Imaxtree Spotlight)
In its own way, Gen Z is craving pieces of legacy. As the pendulum has swung away from ultra-fast, fashion-fueled in the early 2020s, brands are leaning more toward craftsmanship and artistry without sacrificing quality. Bottega Veneta and Coach, two luxury fashion houses that have long maintained a commitment to high-end leatherwork, have never been more popular among Gen Zers.
However, it’s not just about splurging on new items – there are faded secondhand pieces (or at least, ones of similar well-worn, vibrant quality). It’s all about embracing the beauty of something that has stood the test of time and still holds up in both quality and aesthetics, even if it is a little worn or worn around the edges. It’s as if each mark or crease tells a story, giving the piece a kind of personality that you can’t buy off the rack. In a world of endless trends, there’s something inherently cool about owning a piece with a past—one that feels unique and vibrant like the Sub-26 crowd.
coach
Brooklyn Shoulder Bag 39
sandro
oversized leather jacket
coach
Coach Tabby Shoulder Bag 26
(Image credit: Imaxtree Spotlight)
As a Gen Zer, I’ve fully embraced the small-shirt, big-pants dominance — and it seems designers are finally getting the memo. Graphic T-shirts are suddenly emerging on the runways, and, as Gen Z is known for their cool, casual approach to dressing, the rise of the ironic graphic T-shirt is almost inevitable. Lest we forget this year’s viral moments of the intersection between pop culture and fashion: Nearly every fabulous Gen Z Bushwick transplant had either Luca Guadagnino’s “I Told Yes” tee. Challengersa camo-printed, Harris-Walz trucker hat; Or a neon green Brat Baby tee.
This is not just about hiding nostalgia, but it is also a strategic statement. Graphic tees are a sign of respectability, indicating membership in the latest subcultures and inside jokes. It’s like wearing a personal manifesto without saying a word—because, honestly, who needs to carry a “My other bag is a Birkin” tote when your T-shirt already says it all? Fashion, after all, is about telling a story, and Gen Z has turned tees into their favorite narrative.
bug girl 200
Brat Diaries Baby Tee
Ganni
Black Rose Relaxed T-Shirt
(Image credit: Imaxtree Spotlight)
Goodbye, quiet luxury. Hello, naughty, messy fashion girl. Increased authenticity and adjusted refinements to personal style are touch points when it comes to Gen Z style in the coming months. Honesty has never been more popular as social media has become more saturated with sameness. Instead, the under-26 style crowd is opting to buy both new and pre-loved apparel that matches them and their personal style.
While we love to follow mass consumer trends here at ‘Who What Wear’, there’s something about making your wardrobe your own that feels deeply personal. personalized bag charm, Layered mismatched belts, and eclectic, quirky shoes are *in* for Gen Z, who place an even greater importance on expressing their values and belief systems through their clothing choices. This was even more evident at Coach’s Spring 2025 show, when leather bags were transformed into personalized junk journals covered in Dino stickers and ballpoint pen scribbles. It’s not just about the pieces Gen Z is buying now – it’s about how they make those pieces their own.
maison irem
Multicolored Carabiner Dice Bag Charm
prada
flame patent leather sandals
chopova lovena
Roberta Carabiner Belted Check Mini Skirt
(Image credit: Imaxtree Spotlight)
Suede for spring? A little overwhelming, to be honest. Although TikTok discourse has named this seasonal trend as a main fallColorful suede jackets, bags and accessories are slowly coming to the fore, bringing a breath of fresh air to the traditional cognac, khaki and caramel suede silhouette. Take Jacquemus, for example, who showed off a bright green suede jacket as warm-weather apparel during the brand’s latest show on the Italian coast — proof that suede has officially made its transition from autumn to spring. doing. Birkenstock’s cerulean-colored clogs are also having a moment on social media, leaning further into the colorful suede trend. It’s as if the fashion world has collectively decided that warm colors are the last season.
Of course, tried-and-true classics like cognac suede shoes and bags are still on the rise, so don’t throw out those fall staples just yet — there’s nothing wrong with sticking with what works. But this spring, it’s clear: Suede has stepped up the bar, and it’s no longer just a cozy cold-weather option — it’s a vibrant statement piece for any season.
Liffner
Pillow Shoulder Bag Suede Dark Brown
Mango
Medium Brown Heeled Suede Ankle Boot
massimo datti
Short Suede Leather Jacket with Pocket Detail
(Image credit: Imaxtree Spotlight)
Maybe I’m biased, but as a Gen Zer I love nothing more than dressing like Grandma. While Grandpa-core (think vintage slouchy sweaters, clogs, and oversized trousers) remains a favorite aesthetic for the younger crowd, the rapid rise of elegant, sophisticated aesthetics is leading me to believe that the tide is changing, and leaning into it. Instead of relaxed-at-first-look, Gen Z is going to move into the rich grandma aesthetic. With pillbox hats, opera gloves and vintage-inspired jewelry being hot trends on social media, Gen Z is ready to look at its own version of dressing like adults after spending years in their youth. Take Sandy Liang’s spring show notes, for example, which outline a world where a girl can be anything: a princess, a super spy, a ballerina. “This season there is something to wear to work, something to catch the subway, something to wear to a piano recital, something to wear to the movies, something to live in, something to create your own world. Is.”
The illusion of wearing your grandmother’s pearls or elbow-length sheer gloves is the possibility of giving in to the imagination and becoming anything you want to be – magical, far-reaching and nostalgic as it may be. Gen Z rummaging through their mother’s and grandmother’s old clothing trunks is another way of “dressing up” in their world, which is full of simple childlike wonder.
paradise destruction
gigi earrings
Zara
scarf blouse zw collection
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