People Vs the industry.
Fashion is a way to self express, we see trends fluctuating and seasons going before our eyes, but who is the pinnacle of the non stopping industry. The industry would struggle to withstand without influential people, some may say people are the building blocks of sustainable fashion. The goal of becoming socially responsible as a society wouldn’t be at reach if it wasn’t for the people conveying the message.
Gen-z is the cluster of people born between 1996- 2010, ( Cheryl Russel, 2009)
Intertwined within the fashion industry, is a rich mixture of culture and ethnicity, which often inspires many new trends. Without culture we wouldn’t have the beautiful textiles, patterns and rich colours. When we strip away the extravagance the sad reality lies underneath, exploitation within the industry isn’t unknown, with many people being underpaid, underage or working tirelessly. Gen z’s generation has been shaped by, pandemics, lockdowns, climate and economic failure and a strong need an desire for technology. However they are the ones who can help change the industry. With the online presence being at a high more people are subject to the events happening around the world due to fashion, landfills, human exploitation, cultural appropriation etc. “gen a are radically inclusive. They don’t distinguish between friends they meet online and friends in the physical world” (Tracey Francis, 2018)
Phenomenons like TikTok help share the severity with the lack of diversity and inclusivity within the fashion industry, with many people left out of the spot light for ‘societal norms’.
Djerf Avenue, is a Swedish designer. Not only deconstructing timeless fashion, Djerf also focuses on creating a brand for everyone. Authenticity is a major priority at Djerf Avenue, where models and photos are never retouched, with sizes running from XXS-XXXL it’s sure to say anyone can indulge in these flawless pieces. (Forbes, 2022)
Having a spokes person who relates closely to Gen z, and understands the importance of their message, is a massive bonus for brands.
“Gen z consumers are mostly well educated about brands and the realities behind them. When they are not they know how to access the information” (Tracy Francis, 2018)
“by expanding their focus on representation, communicating authentically with their audience, and recognising that price is a top priority that influences Gen z, purchasing decisions, brands will succeed in driving affinity with this highly influential generation.” ( Danielle Wightman-stone, 2022)