PROCUREMENT

How Gen Z has Changed Fashion

Sep 19, 2022

Influencer News

How Gen Z has Changed Fashion

Fashion weeks and the famed “front row” used to be synonymous with the most elite members of the fashion world. But with the rise of social media, these exclusive events have been opened to the masses. 

Social media has paved the way for the upcoming generation of fashion designers, stylists and critics, many of whom have built engaged and loyal followings simply from their love and passion for fashion. And these influencers in fashion are the key to the industry’s next shift. 

Consumer behaviour has shifted to favour social media, and in order to reach and engage the new generation of spenders, the fashion industry has followed suit. We have already seen the digitalisation of fashion week, with luxury to fast fashion brands live streaming their shows and granting exclusive access to a whole host of fashion influencers

The ease of access to what once was an exclusive experience has helped shape the styles of many Gen Z fashion influencers and has even presented them with life changing opportunities. Examples of this being the partnership between Emma Chamberlain and Louis Vuitton, for which she is an ambassador, and Osama Chabbi’s invitations to fashion shows after gaining recognition for his fashion collection reviews, on Instagram.

Today’s fashion trends and subcultures are figure-headed by creators on platforms like TikTok and Instagram. With so many styles and “cores” available, these creators are able to target hyper-niche audiences that many brands may not have ventured into before. In a time of endless new content, these creators have perfected the art of engaging audiences to stop the scroll. 

Let’s take a look at just a handful of Gen Z fashion influencers who are taking the industry by storm.

Sustainable fashion creators

Kara (@theflippside)

@theflippside bc Karl the Fog just won’t let up. ☁️ #karlthefog #sfbloggers #swimsuit #vacationmode #fomo ♬ original sound – theflippside

Kara, better known as @theflippside, is a digital creator who reinforces the importance of slow, sustainable fashion. She shares her secondhand finds with her followers and offers up her services as a stylist. 

Amy (@amylesko)

@amylesko SLOW FASHION artist baby ??? #sustainableclothing #slowfashion #soyoureanartist #handmade ♬ So your an artist – Tej Patel

Amy is a slow fashion designer and illustrator. She shares her knowledge of designing clothes for the slow fashion industry with her 19k followers and pushes the sustainable fashion narrative.

Anna (@annamolinstinct)

@annamolinstinct I had a dream #nyfw #sustainablefashion #styling #fyp ♬ original sound – ean

Anna, aka @annamolinstinct, is a sustainable fashion designer who shares her creations online to 170k followers. She focuses on upcycling second-hand finds and educates her audience on how to put together garments. 

Samata (@iam_samata)

@iam_samataDignity when we step out, Joy when we are sad, Comfort when we are tired, Confidence when we feel shy, Peace when we feel disturbed, Identity when we feel lost, And a flex when we need to serve. Take a moment of gratitude for the pieces you cherish. ????♬ original sound – Samata

Samata is the CEO of @redcarpetgreendress, an organisation that creates sustainable fashion initiatives for red carpet events. Alongside this, Samata uses her online presence to openly speak about the impact of fast fashion on people and the planet. 

Streetwear fashion creators 

Andy (@andy.00s)

@andy.00s que tal esas combinaciones ?‍? #moda #outfits #colores #streetwear #style ♬ BLOWIN UP – Solo Artist Saxx

Andy is a TikTok creator who specialises in putting streetwear inspired outfits together. He shares his love for sneakers and clothing with 240k followers. 

Nazjaa (@nazjaa

@nazjaa @diesel down #ootd #gdwm #grwm ♬ Somalis anthem – Rabcabdab

Nazjaa is a go-to in the streetwear fashion community for her styling abilities. She has a following of 469k with whom she shares her latest buys and favourite items.

Isaac (@iwcisaac)

@iwcisaac Today’s fit #fashion #outfit #todaysfit #fyp ♬ original sound – mario fouvaa

Isaac is the owner of the streetwear fashion label IWC. He has 250k followers and uses his platform to hand out tips and tricks for starting a fashion label, as well as styling tips. 

Viven (@vivienarchive)

@vivienarchive today’s fit ??ig: vivienarchive✨ #fy #getreadywithme #grwm #fashiontok #fashion #streetwear #gorpcore #fyp ♬ original sound – ?

Vivien is a digital creator with a wealth of knowledge on streetwear finds and buys. She shares multiple unboxing videos and GRWMs with her following of 261k and helps her followers get social-media-ready. 

Jean-Carlo (@jayceeyg)

@jayceeyg hoodie & shorts >> ? @matthew.yg1 #streetwear #summeroutfit #sneakertiktok #outfitinspo ♬ original sound – Tik Toker

With a flare for mixing textures, colours and layering, Jean-Carlo has a whopping 131k followers on TikTok. On his account you will find GRWMs, comedy and motivational videos. 

Vintage/Thrifting fashion creators

Kailan (@k.aila.n)

@k.aila.n a statement vintage floral dress will never let u down #outfit ♬ original sound – Kailan’s Clothing

Kailan is a digital creator who shares her love for vintage clothing and getting ready for the day, on camera, with her 355k followers. 

Maddi (@stylewithmaddi)

@stylewithmaddi Spring into the Decades?? Which is your fav?? #decades #50s #60s #70s #decadeslooks #whatidwear #springoutfits #mystyle #fashion #vintage #vintagefashion #foryou ♬ I’m a Believer (2006 Remaster) – The Monkees

Maddi loves all things vintage; from the 1960s all the way up to the 1980s. She shares this love with 452k followers, as well as the clothing items she has made and decades-inspired styling tips. 

Gabrielle (@gabis_vintage)

@gabis_vintage My dad is awesome! ✨Day 129 of 365✨#cottagecore #vintage #vintagestyle #vintageootd #storytime ♬ Pieces (Solo Piano Version) – Danilo Stankovic

As a vintage fashion collector, Gabrielle shares pieces of her collection with 437k followers. If you stumble across her page, you will not only find some rare items but also vintage styling tips that were true to their era. 

Tony (@thetonytrn)

@thetonytrn Time traveler fits ? #mensfashion #fyp #ITriedItIPrimedIt #differentstyles ♬ pushin P (feat. Young Thug) – Gunna & Future

Blending vintage with streetwear, Tony teaches his 364k followers style tips and tricks for all occasions. His diverse range of videos and love of fashion make him the perfect mentor for up and coming fashion fanatics.

Liberty (@liberty.mai)

@liberty.mai A quick lil grwm pirate fairy nymph vibes #vintage #vintagefashion #grwm #fyp ♬ House of Woodcock – Jonny Greenwood

Liberty pushes the boundaries of colour combinations and textures by styling vintage garments and accessories on her account for 11k followers. Her bold and bright style is the perfect motivation for you to exude confidence in whatever you wear. 

DIY/thrift fashion creators

Nava (@the.navarose

@the.navarose Butter Remix inspired jacket for PTD Concert Day 1 ? @bts_official_bighit #butter #armybts #diyfashion ♬ Butter (feat. Megan Thee Stallion) – BTS

Hailed one of the queens of DIY tiktok, Nava Rose boasts an impressive 5.8m followers. Her upcycling, thrifting and designing skills place her leagues above others and she is certainly not shy in showing her construction tips and tricks to educate others. 

Lily (@ebcjpg)

@ebcjpg Favorite piece so far ?? #sewing #sewtok #nyfw #nyfw2022 ♬ original sound – Ebc.jpg

Lily shares her love for fashion and DIY with 591k followers. Her GRWMs provide essential styling tips for her followers. 

Joe (@joeando)

@joeando I just wanted to make clothes for the ppl in my life @niamhadkins ♬ original sound – Jack Moore

Expressing his love through fashion, Joe documents his life as a fashion designer in front of 2.1m followers. Mixing comedy and fashion, his account isn’t one to be dismissed. 

Mia (@miammarquez)

@miammarquez Me ? cutting up my clothes when I have nothing to wear #fashionhacks #diy ♬ B.O.T.A. (Baddest Of Them All) – Edit – Eliza Rose & Interplanetary Criminal

Making waves in the upcycling, sewing and fashion scene, Mia shares her love for fashion with 189k followers. Accessorising is her strong suit. 

Mike (@farmerusedto)

@farmerusedto ¡ 2 Cervezas de Raíz esta noche! ?? #ramones #levis #estilo #estilodevida #estilomasculino #fit #fittok #diyfashion #fashionhacks #fashionhack #fashiontok #fashionmen #rickowens #for #foryourpage #fy #fyp #friday #fridaynightfunkin #ootd #ootdfashion ♬ Blitzkrieg Bop – Ramones

We love rock n roll…and even more so now. Mike inspires daring fashion on his profile consisting of 124k followers. 

Luxury fashion creators

Sammi (@sammijefcoate_)

@sammijefcoate_ …not for everyone #letsgetdressed ♬ Back In Black – AC/DC

Making mum life cool, Sammi exudes all things luxury from her accessories to her shoes. Her TikTok account has 1.9m followers and she shares daily GRWMs and styling tips.

Olivia (@oliviamcdowell)

@oliviaamcdowell Which would you choose? @stevemadden #stevemadden #SMPartner #SMSquad #sparklyheels ♬ original sound – Olivia

A style icon, Olivia shares her love for all things luxury with 214k followers. She is known for her neutral, minimalistic style and is bound to persuade a few of you to purchase something you see on her page. 

Ana (@anadias.official)

@anadias.officialNavy is always a classic style. Look 1 or 2? To see the brands follow my Instagram. Lin in my bio ?♬ Ain’t No Mountain High Enough – Freischwimmer

Living proof that fashion transcends age, Ana shows off her luxury fashion styling tips to 795k followers. Her elegance and fashion know-how makes her one to look out for. 

Bettina (@bettinalooney)

@bettinalooney Same same but different #ooo #rtw #dresses #dressing ♬ Music Sounds Better with You – NEIL FRANCES

With no introduction needed, Bettina is the face of luxury fashion. Boasting 144k followers on her Instagram profile, she really is the ‘it girl’ we all wish we were. 

Tamu (@tamumcpherson)

@tamumcpherson @gucci #gucciblondie #gucciunboxing #blondie #tamumcpherson #tamumcphersonhandbag #unboxing ♬ love nwantinti (ah ah ah) – CKay

Digital creator and founder of AllThePrettyBirds, Tamu Mcpherson oozes luxury. She shares her favourite luxury outfits and items with her 451k Instagram followers and 3k TikTok followers. 

Fast fashion creators

Chyna (@chynasolder)

@chynasolder AD/ @Marybedford X @missyempireuk ♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Chyna is a fast fashion influencer with impeccable style. She shares her clothing hauls with 261k followers. 

Britney (@britneydevilliers)

@britneydevilliers What’s your favourite? @prettylittlething AD #prettylittlethinghaul #plthaul #fashiontiktok ♬ Baddie – DI$play

This is Britney. A fashion influencer with 418k followers who specialises in everyday fashion, lifestyle and styling tips. 

Chisom (@chisomaimee)

@chisomaimee #outfitideas #ootd #outfitinspo #ukblackgirl #blackgirloutfits #styleideas #casualoutfits #casual #basic #simple ♬ som original – 4

A lover of fashion and all things SKIMS, Chisom is the dupe queen. She shares her favourite outfits and fashion tips and tricks with 67k followers. 

Dan (@danfllow)

@danfllow New clothes from @novamen ?? #clothinghaul #mensfashion ♬ som original – crz

Fitness and fashion fanatic, model Dan shares his style and lifestyle vlogs with 319k followers.

Fashion commentators

Charles (@charlesgross)

@charlesgross #metgala #fashion #kimkardashian #jenners ♬ original sound – Charles Gross

TikTok’s no.1 fashion critic…let’s talk about it. Charles Gross has well and truly earned his following of 1.2m by sharing his unedited reviews of celebrity fashion highs and lows at prestigious events. 

Mandy (@oldloserinbrooklyn)

@oldloserinbrooklyn VMA first arrivals #blackpink #vmas #vmas2022 #jackharlow #redcarpet #PartyWithVMAs ♬ original sound – Mandy Lee

As well as fashion reviews, Maddy is known for her upcoming industry trend predictions. She shares these with 410k followers.

Alexandra (@guyfieri.superfan)

@guyfieri.superfan #greenscreen this makes me feel ALIVE #loewe #jwanderson #RufflesOwnYourRidges #fashionweek #runway #fyp #pfw #parisfashionweek ♬ original sound – Alexandra Hildreth

Alexandra critically analyses the fashion industry, from brand collections to defining trends. Her thoughts are shared with 63.4k followers and make her a stand out critic in the TikTok fashion sphere. 

 Andrea (@andrecheong_)

@andreacheong_ Always check for the polyester lining it’s why we feel uncomfy and need to keep repurchasing!#howtoshopsustainably #sustainablefashiontiktok #mindfulmondaymethod #sustainablestyle #wardrobeessential #summerfashion #fashionknowledge #andotherstories ♬ original sound – Andrea Cheong

Andrea combines sustainable fashion with styling tips and fashion collection reviews. She shares against-the-norm opinions with 195k followers and is the founder of the Mindful Monday Method, within which she encourages people to clear out their wardrobes and mindfully separate unwanted items into specific piles with the intention of recycling and reuse.  

Hannah (@hannahgillionaire)

@hannahgillionaire Emmys 2022 red carpet review pt 1 #emmys2022 #emmysredcarpet #redcarpetreview #fashionreview #fashionroast #zendaya ♬ original sound – Hannah Gillionaire

Known for her fashion roasts, aussie fashion commentator Hannah shares her fashion reviews with 44k followers. Her expertise mixed with comedy make for an entertaining watch.

Body positive fashion creators

Olivia (@olivia_kirkby)

@olivia_kirkby Usually I’m the last ngl ? @Missguided ✨GIMME45 = 45% off✨#missguided #festival ♬ Gogo Dance – El Alfa & Chael Produciendo

A true beacon of light and positivity, Olivia reinforces the importance of being okay with your body after ED recovery. She shares her fashion and lifestyle-esque vlogs with her 520k followers.

Ariella (@ariellanyssa)

@ariellanyssaThe fashion on the show is my favourite♬ Afraid To Feel – LF SYSTEM

The body positivity queen, Ariella proves that it-girl fashion can look good on any body type. Her 1.4m followers love her for her confidence and fierceness. 

Sae (@generationsae)

@generationsae I am obligated to share ??‍♀️ da link is in my bio ? #amazonfinds #amazinfashionfinds #plussizefashion #plussizeedition #leatherskirtoutfits ♬ pushin P (feat. Young Thug) – Gunna & Future

A spokeswoman for the plus size community, Sae shares all her tips and tricks for shopping as a plus size person. To her 62k followers she spreads messages about self love and self acceptance.

Holly (@hollymarstonn)

@hollymarstonn Keep or send back?? from Collusion @asos ♬ Wait A Minute! (Duckhead Edit) – Duckhead the Bedroom DJ

Ever wondered what fast fashion would look like on a plus size model? Holly has you covered. Her account consisting of 172k followers is a hub for showcasing fast fashion on a different body to what we are used to seeing online. 

Nick (@coastalflicks)

@coastalflicks Summer brunch vibes activated #fyp #tiktokfashion #bigboytiktok #menswearfashion ♬ Route 66 (feat. EST Gee) – Jack Harlow

Doing it for the plus size males out there, Nick proves that a chic fashion style isn’t only reserved for society’s beauty standards. He educates his 170k followers on how to feel fashion confident as a bigger man. 

Alt/Indie fashion creators

Em (@emmthevirgo

@emmthevirgo U wanna dance baby? (Skirt is @VRG GRL top is @Princess Polly and shoes are h&m) #ootd #fitcheck #outfitinspo #whimsigothic ♬ B.O.T.A. (Baddest Of Them All) – Edit – Eliza Rose & Interplanetary Criminal

Emma uses her account to share her outfit GRWMs and styling choices with her 26k followers. Her style can be described as alt, emo, 70s and gothic.

Seth (@sethforese)

@sethfroese cough cough ? #fashion #fitspo ♬ original sound – justseth

A no brainer when it comes to indie fashion, Seth shares his love for fashion and style with his 350k followers.

Helena (@aeroplvnes)

@aeroplvnes thanks @alielnosirrah for the shirt ? #egirl #egirls #egirlaesthetic #outfitideas #outfitcheck #fashiontiktok ♬ original sound – Dream is the best

Mixing e-girl fashion with emo, Helena breathes a new life into alt fashion, sharing her passion with 1.1m followers.

Kendall (@kingkendall)

Kendall shares her love for gothic, alt fashion with her 330k followers.

@kingkendall last boston calling fit w @Emma custom top!!! #ootd #grwm ♬ me and your mama – 🙂

Kendall shares her love for gothic, alt fashion with her 330k followers.

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James Hacking

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Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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