Changing of the guard – the native digital Generation Z as a fashion consumer 3.0


Once there were the flower children, now we have the Google Docs children. Aside from a new means of communicating fashion to Generation Z, it will have another approach to wearing it. Fast fashion will have to become less fast because of fair-fashion – fashion which doesn’t utilize cheap labor, as tends to be done with Western civilization.

This will result in further development and creation of sale channels such as Etsy, Showroom, or in more luxurious versions – Farfetch, which utilizes local and hand-made collections. This will affect the way of manufacturing clothes by fashion tycoons like ZARA, Reebok, NIKE, Primark or H&M.

Aside from the ethics and focus on the local market, what will also matter for Generation Z will be the possibility of collaborating with fashion. As a grown-up society of curators (about which Henry Jenkins was writing), brought up with Google Docs or Uber, Generation Z will expect to have the means of personification and sampling the products – they will want to create their own individual products thanks to applications such as and the invention of 3D printing.

Those will be projects that will be created as commissioned, in as yet unavailable speed. An important factor in designing and creating these fashion brands will be the skill to opensource one’s designs, collaborate with the community and deliver the ready product right away.

What else?

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#nyfw hashtag use, courtesy of


AGILE Fashion Manifesto


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