Are The Younger Generations Changing "Luxury" As We Know It?

Interestingly too, the historical origin of a brand is losing its credibility. Younger shoppers are bored by the dowdy backstories and tradition of age-old brands, and a push for total reinvention has become the order. Brands are being forced to redesign their personas and tailor themselves to a market of micro-influencers and meme sharing Tik Tok dancers. This has led to more collections based on streetwear, and a blur between luxury fashion houses and the “hype-beast” aesthetic. (Hypebeast was originally coined as aslang termfor someone who is a "beast" about the "hype" - who would do whatever it takes to obtain their desired hype. It has since become an aesthetic movement.) An example of this is the appointment of luxury street-wear brand Off-White’s Virgil Abloh as the artistic director of Louis Vuitton in 2018.

Interestingly, the historical origin of a brand is losing its credibility.

Younger shoppers are bored by dowdy backstories and the traditions of age-old brands. A push towards total reinvention has become the order of the day. Brands are being forced to redesign their personas and tailor themselves to a market of micro-influencers and meme-sharing-TikTok dancers. This has led to more collections based on streetwear, and a blur between luxury fashion houses and the “hypebeast” aesthetic. (Hypebeast was originally coined as a slang term for someone who is a "beast" about the "hype" - who would do whatever it takes to obtain their desired hype. It has since become an aesthetic movement.) An example of this is the appointment of luxury street-wear brand Off-White’s Virgil Abloh  as the artistic director of Louis Vuitton in 2018.

This abolishment of tradition  is attributed to the push for towards the accessibility of brands. Young consumers want their brands to reach them in aspirational, but genuine ways. There is a need for them to be an authority in their field - but to take a step off the high horse of exclusivity, so to speak. 

Interestingly too, the historical origin of a brand is losing its credibility. Younger shoppers are bored by the dowdy backstories and tradition of age-old brands, and a push for total reinvention has become the order. Brands are being forced to redesign their personas and tailor themselves to a market of micro-influencers and meme sharing Tik Tok dancers.  

There has been an increasing shift towards individuality in the fashion habits of younger generations.

While they might follow influencers and celebrities for their “outfit inspo”, there is a move to favor the cultivation of their own sense of style instead of following trends, especially for Gen Z-ers. This can result in greater variations within collections, but also poses a further challenge for designers, specifically  regarding the question of “What exactly do they want?”

A resounding response resonates: customization and personalization.

After the Balmain X Selfridges Pop-Up in June 2019, it is clear that a custom-made, personalised piece is exactly what the younger market wants. Hosted as a launch for Balmains sneaker collection, the pop-up presented Londoners with the exclusive chance to snatch up their own pair and customize them on-site with any of the artists present - before being released worldwide. 

This event was testament to the fact that Gen Z and Millennials seek individuality. With brands such as Casetify allowing them to design monogram cell phone cases, and Apple creating a “Memoji” feature for users to create an avatar in their likeness - it is clear that younger generations crave their own personal touch to their possessions.

The latest wave of sustainable fashion has developed in the form of thrifting and reselling luxury items. The Real Real and Vestiare Collective have become commonplace names among influencers to find their own, pre-loved, designer pieces. Similarly, resale platforms such as Depop, PoshMark, and Thred Up have become stable forms of additional income for many teenagers and young adults, and a shopping mecca for anyone searching for a sustainable way to update their wardrobe.

The latest wave of sustainable fashion has developed in the form of thrifting and reselling luxury items. The Real Real and Vestiare Collective have become commonplace brands amongst influencers, as The Place to find your own, pre-loved, designer pieces. Similarly, resale platforms such as Depop, PoshMark, and Thred Up have become stable forms of additional income for many teenagers and young adults, and a shopping mecca for anyone searching for a sustainable way to update their wardrobe.

The terrain of fashion and retail is, at best, unstable in today's world. It is changing, and fast. The days of billboards and department stores are numbered. The Millennial and Gen-Z market is changing the status quo - with nothing but good intentions. Who knew a decade ago that the trend would not be within a style of clothing, but within the ethics and morals behind the clothes? Honesty, authenticity and quality are now in demand.

For the fashion industry to survive, and avoid contributing further to the climate damage and social injustices that have already been done, changes need to be made. The younger generations are holding the light, guiding the way for brands to follow. The path of hope is being lit, as we move towards a more transparent, accountable, ethical and sustainable future.