Generation Z, entering adulthood, is forcing global companies to make a serious change, align with the values of youngsters, and therefore, together with them, fight against social evils. The team of the Vremena Goda Galleries, especially for the VREMENA GODA MAGAZINE, discusses how the habits of the new generation differ from the previous one.
The major difference between Z generation and the previous one is the rejection of conspicuous consumption: connoisseurs buy a thing not as a status symbol, but as a reflection of their own values. Naturally, they will choose brands that share these values and recognize Generation Z as the most diverse and multicultural one.
The future is in fashion
According to a study made by Awesomeness and Trendera media companies, Gen Zs describe themselves as globalists with rapidly changing identities, they are more likely to interact with peers on hot social issues, advocate equality for all, and rebel against all forms of discrimination.
Dolce & Gabbana duo is one of the best in terms of forming the succession of clients’ generations, expanding and rejuvenating their audience. The Italians turned the fall-winter 2017/2018 show into a celebration of new members of a large Sicilian family. All the offspring of famous dynasties, young showbiz stars as well as bloggers were marching on the catwalk. Besides, there were especially many Dolce & Gabbana clients with their children.
Dolce & Gabbana, 2017
They are our fashion future. And definitely it’s a better tomorrow- since this generation opts for brands that are switching to sustainable materials, expanding size ranges, supporting LGBT + and bravely fighting any social evils.
Karl Lagerfeld was one of the first to speak out: the Chanel spring-summer 2015 show, held in the format of a street action, opened a new chapter in the history of protest fashion, which is struggling with age, gender, weight, skin color and religious prejudices as well as prejudices regarding sexual orientation. “Let men bear children too”, “Do fashion, not war”, “Be your own stylist” - said the banners in the hands of the models. And it is no idle claim.
The next one to take the floor was Alessandro Michele: at the Gucci fall-winter 2019 show, he criticized gender norms and dressed Jared Leto in a dress over his pants. The show of the Gucci spring-summer 2020 collection began with the models wearing white strait jacket. And at the Gucci Cruise 2020 show Michele put the slogan "My body is my choice" on the backs of models.
Gucci Cruise, 2020
Speaking of protests in fashion, we cannot overlook one the recent shows of Maria Grazia Chiuri at Christian Dior, who each time expresses her strong feminist position and places pro-feminist slogans on T-shirts. At the Christian Dior fall-winter 2018 show, collages made of hundreds of posters calling for the fight for their rights, clippings from women's gloss and archival posters served as decorations.
Christian Dior Fall-Winter, 2018
Brands open “wokeness departments”. Gucci announced the Gucci Changemakers program aimed at combating inequality, they also opened the position of Global Leader for Diversity. Chanel closely monitors the compliance of company policies with current ethical standards, while LVMH focuses on sustainable development and anti-discrimination personnel training. We are happy to hear this news and look forward to big changes in the fashion world: after all, youngsters have been the engine of all revolutionary changes throughout the history. Our fashionable future belongs to them. And it is going to be bright - since new generation opts for the brands for which “new ethics” does matter.
Gucci Changemakers Volunteering