The Canadian fashion label inaugurates the new season with The Eyes Wide Shut, a darkly fluid collection.

Graduate Fashion Week 2022 will continue to deliver everything it has become world renowned for over the past 31 years, with an extensive in person, digital and live stream schedule that will celebrate the incredible and innovative talent the UK Fashion industry is unparalleled in.

Much to our relief, the fragrance world is finally listening. Tones and accents that have been previously blended for a distinctive gender is spilling over the counter! Finding your fragrance to fit your mood, and ambience for the vibes at hand is personal, intimate and as the Parisians swear, it’s a private ritual.

Ph. Siora Photography (Unsplash)

Confessions of a Rebel are one fragrance brand that are disclosing the secret of scents to match our desire of something emotional but unrestrictive. Regardless of your gender.

Fragrance gender fluidity is here. A recent study from UNiDAYS showed 49% of Gen Z are more inclined to buy from brands that promote gender representation and diversity in their marketing and advertising. According to Mintel, gender-neutral fragrance launches accounted for 17% of the market in 2010; by 2018 that figure had grown to 51%.

Confessions of a Rebel, has just launched in the UK and speaks out their key message on marketing diversity in their range- “We’re not afraid to provoke. Our fragrances are made to excite and inspire: some are subversive, others are straightforward, all are compelling in their own right. He, she, they, YOU - our confessions are not caged in by gender. We blend traditionally feminine notes with masculine undertones, and vice versa, to create fragrances that are anything but ordinary.”

Meet some of the rebels that dare to go beyond the binary…

LOVE HIGH (100ml spray, £100)

Somewhere between lust and lost, peach nectar tangles with orange flower and jasmine in this tantalising fragrance. Shaken up and just a little bit sweet, succulent apple reveals new textures of sensuality against powerful blonde woods. Everything goes, but first, dive right in.

ABOUT LAST NIGHT (100ml spray, £100)

Inspired by late nights, this is a bold exclamation of scent, featuring a cocktail of sparkling bergamot, pink pepper and red grapefruit. Powdery vetiver, sustainably harvested in Haiti, intoxicates the senses with cold-pressed mandarin oil and energetic spices that last from dusk until dawn.

GET A ROOM (100ml spray, £100)

All heat and plenty of skin: forbidden apple is layered with mandarin and stripped-down woody notes. A sensual medley of vanilla, praline and a touch of spice send your heart skipping a beat – and then some. Draw the blinds, bolt the door, this is going to get good.

Let's Be Real Review

On note one, Let’s Be Real Fragrance hits you with a fresh citrus wave that wakes up your senses, followed immediately with depths of vanilla and a lasting woody note of musk and jasmine. I would recommend this to be worn in the evening for deep conversation over decadent drinks. - Deborah St. Louis Founder

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Gen Z is by far the most ecological and social sensitive generation, making it the most conscious consumer group. Zoomers know which are the most inclusive brands to choose, new research by UNiDAYS unveils.

New year does not always mean new fashion trends. We are entering a time in fashion where micro-trends are going as fast as they have arrived, but some have lasted well over the past year and are expected to continue into 2022.

Courtesy of The-Cøded

Matching Co-ords Are Here To Stay

Throughout the pandemic, co-ordinates have been a popular fashion choice. During the lockdowns, loungewear co-ords were the way to go to feel comfortable and somewhat put together for the endless Zoom meeting from the kitchen table.

When restrictions eased, we were not ready to leave the cute matching two-piece aesthetic at home. So we changed the hoodie and jogger outfits for a more dressed up look. From matching monochromatic tops and skirts to slick blazers and trousers looks have been the go-to look for many.

Both loungewear and party wear co-ords continue to be a favourite in 2022, while we have this hybrid of working from home and socialising with friends. co-ordinates are now a wardrobe staple for all events and will continue to be for quite some time.

2000s Fashion Resurgence Continues

What goes around comes around, and for 2021 it was y2k fashion. It is common for fashion trends to repeat themselves every 20 years, and the 2000s is no exception. Some 2000s trends have stayed in the past like frosted tips, but many have had a modern-day revival.

Some of the firm favourites include the halter tops, baby tees and chunky trainers. In 2022, it is predicted that some more 2000 trends will be at the forefront of fashion. Controversially, this includes low rise jeans, which have already grown in popularity thanks to supermodels Bella Hadid and is predicted to be a hot choice for upcoming fashion weeks.

Sustainable Fashion At The Forefront

Ph. Artem Beliaikin, Unsplash

For many of us, the pandemic made us think more about where our clothes were made – and who really made them. This has changed the way many of us now shop, leading us to more sustainable and ethical shopping brands.

Many of us have also started to create capsule wardrobes, buying high-quality staple items that can be worn again and again.

Companies like THE-CØDED are doing their bit by working directly with clothing manufacturers around the world, ensuring that they receive a fair share of the profits. They also like to highlight their manufacturers and their forward-thinking initiatives for a completely transparent approach to online shopping. Thanks to transparent brands like THE-CØDED, finding information about who made your clothes has never been easier.

Oversized Shirts - A Wardrobe Must Have

Oversized shirts have been a fashion trend for years, and they are not going away anytime soon. Oversized shirts are such a versatile wardrobe piece, with many celebrities, including the Kardashians and Hailey Bieber, opting for the oversized look regularly in their pap shots.

Oversized shirts are a wardrobe staple that works all year round, and similar to 2000s fashion they are predicted to be a large part of runway shows during the upcoming fashion weeks.

Bye-bye Gendered Clothing

Courtesy of The-Cøded

Genderless clothing has been a growing trend on social media, with people wearing what they want regardless of who the clothing is advertised to. Many fashion houses are on board with this, as many runway shows are thought to have both male and female models wearing the same clothing during spring fashion week.

This has already been seen on the high street, with many brands now selling the same clothing in both womenswear and menswear sections – both in stores and online. This includes knitted “grandad” vests, oversized blazers and structured coats.

Overall, 2022 is set to be an interesting year for fashion as consumers are moving away from the constant trend cycle and sticking to wardrobe staples that work for them. We will certainly be thinking more about sustainably made fashion and timeless pieces this year.

What trends will you be getting on board with?

The Spring/Summer 2022 ready-to-wear collection by Ludovic de Saint Sernin burns the catwalk with passion.

No crystal ball is needed to predict the biggest beauty trends for next year! We have Tia Roqaa, beauty expert and founder of beauty subscription box Roccabox, doing the job for us and sharing her expertise.

Ph. Ron Lach, Pexels

What has the beauty industry in store for us in 2022? Roccabox founder and CEO, Tia Roqaa, foresaw the hottest beauty trends we will see and wear next year.

Tia knows well which products and beauty trends will be hot next and you should not be surprised by her foresight. Tia Roqaa is a real beauty expert, a woman who turned her passion for cosmetics and experience in PR into a curated and elegant beauty experience. In this blog, Tia delighted us with her 2022 beauty predictions.

Themes

Ph. Rodnae Productions, Pexels

“Inclusivity across beauty is really gaining pace, which is great to see. From race to gender, identity to ability, the beauty scene is finally responding to our very unique sets of needs and we’re seeing certain brands becoming genuinely more inclusive – rather than just talking the talk. It’s a conversation consumers have been having behind the scenes for a while, and it’s great to see brands are joining the narrative. At Roccabox we champion and support this movement, having already worked with some beauty brands such as Jecca Blac – a gender-free make-up collection that’s truly authentic and innovative in its brand mission of inclusivity.”

Trends

Image courtesy of Roccabox

“There are plenty of trends within the clean beauty movement that show signs of becoming even bigger and more exciting. I’m looking forward to seeing waterless products grow and innovate. Waterless products are products where the water has been removed which make them more sustainable. Water within a product requires a preservative to prevent bacteria from forming, so immediately you’re taking away the need for this preservative, making a cleaner product. You’re also reducing the need for plastic packaging, making them naturally more environmentally friendly. The result is a formula that is more potent as it’s undiluted.

I also love the growing trend for emo-beauty: products that have an additional impact on our emotional wellbeing as they perform their beauty function. It’s a beauty space with so much potential: in fact, we’re planning a limited edition emo-beauty Roccabox for 2022. I also think our fairly recent interest in scalp-care and our shift in perspective on the importance of treating our scalp for better hair health will continue to grow.”  

Trends To Leave In 2021

“TikTok will remain a fun outlet for showing off beauty tips but I don’t think the beauty trends emerging on the platform will continue to hold much weight. They provided a fun distraction during the 2021 misery of lockdowns but I think in 2022 as lives get busy again we will leave those behind.”

Blue Light

Image courtesy of Roccabox

“Just as we came to understand how the sun damages our skin, and now protect it daily, it’s time to now consider other ways our living environment is impacting our skin and how to better protect it. We work in such a technological era - we’re sat in front of multiple screens for most of the day - so it’s time to adapt our skincare to protect ourselves from its potentially skin-damaging effects. Blue light is now proven to increase inflammation, prevent collagen production, and increase hyperpigmentation, particularly in darker skin tones. Both mainstream and smaller niche brands have already brought out some great protective products but I think we will soon start to see blue light protection added commonly to our daily moisturiser – in the same way, SPF is often added. I also think additional protective products, such as serums that offer blue light protection will become far more available, with brands offering us greater choice.”

Nostalgia Beauty

Image courtesy of Roccabox

“The emerging makeup nostalgia trends seem to be all about being as extra as possible: I think it’s a natural reaction to us all socialising again, and wearing all the make-up we sent into hibernation for a year! In 2022 I think we will see elements from different decades that favour high-octane glamour, look-at-me colour and playful looks. So for example high-shine plastic-looking glossy lips will be huge next year: a look that is borrowed from the ‘90s, ‘80s and the disco ‘70s. High-shine nude, lacquered red, vinyl berry tones: we’ll see it all next Spring. Victoria Beckham does a great line in super-glossy clear lip gloss, which we’ve been raving over at Roccabox, as does Fenty Beauty. I also love MAC’s range of lip glosses, including their classic Lipglass.”

Less Is More

“For many reasons, we’re seeing consumers looking to scale down their skincare and reduce the amount of products they use. We’re craving a ‘less is more’ approach to skincare right now and I believe this will continue. It’s going to call the beauty industry into creating more streamlined product lines, for sure, but just because we’re favouring a more simple and more gentle approach to skincare doesn’t mean we don’t expect to see the same results. So I expect brands will create more hybrid multi-functional products and will create cleaner formulas to reduce the chemical load we’re applying to our skin.”

Shopping Online

Image courtesy of Roccabox

“The online beauty shopping experience has definitely improved - online beauty retailers really had to up their game over these last 18 months and now shopping for both make-up and skincare online is no longer as challenging as it once was. Ingredients-search tools are always a handy way to navigate skincare purchasing and a good starting point for skincare shopping. Sites with visible independent reviews of products play an important role too, as customers often want to know how other consumers found the product in real life.

Colour-matching can be tricky online but I’ve seen some really innovative and effective colour-matching options on independent brand websites – the ‘find my shade’ option on ILIA’s website for example is particularly effective: it cleverly gives examples of hair and eye colour, as well as undertone, to help you determine your most seamless skin tone match.”

In 2022, the beauty industry will continue along the path toward inclusivity and holistic wellbeing seen during the pandemic. How Roccabox will reflect the new state of things in 2022? We asked Tia again...

Image courtesy of Roccabox

Roccabox 2022

“We’ve confirmed some of my personal favourite brands for 2022 – including Murad and Oskia. We have some incredible limited edition boxes in the pipeline – I can’t reveal much but they include some brand exclusives with a handful of hero brands that I think many of our customers will be really surprised to see! Our monthly boxes will continue to introduce our customers to really effective, results-driven skincare brands. This will include cosmeceutical brands, such as Doctors Formula, which we’ve already started to introduce our customers to – their products are second to none for seeing a genuine change in your skin. We know our customers might not otherwise have discovered this type of beauty brand, or they might have been reluctant to invest in their products given their higher price point, so we think what we do and whom we introduce customers to is really important.

We also plan to introduce our customers to the skincare ingredients that are set to be huge in 2022 – niacinamide is one that springs to mind – with ingredient-focused products that our team of experts have chosen for our boxes because they truly live up to the hype. I’m also really excited about the themes of our boxes for next year: I don’t want to give away any spoilers but the concepts we’ve chosen really tap into what customers are looking for in their beauty purchases right now.”

Meanwhile, In This Month's Roccabox...

Image courtesy of Roccabox

December Roccabox is the editors' wishlist in a box. This month's beauty box contains three full-sized products from brands Laritzy, Doctors Formula and Figs & Rouge, and two deluxe mini samples. This skincare and makeup chest is worth £180 and available for just £15. The beauty experts at Roccabox put these five products together after a year of testing and digging into the best and newest from the industry. December Roccabox 'Winter Wishlist' is all a beauty enthusiast would like for a glowy complexion ready to party and face the cold.

Roccabox monthly boxes and limited-edition boxes are available to purchase online starting from £15. (roccabox.co.uk)

A streetwear and accessories brand born from the vision of the creative Naim combines design and music, to create a world through which he tells his story.

Gen Z is fashion-forward and makes a big slice of the global fashion customer base with its generous $200 billion (more than £147 billion) annual global spend power. A new study by UNiDAYS shed light on the decisional power of the 'zoomers' and their commitment to clean and ethical fashion.

A new report commissioned by UNiDAYS, the world’s largest student affinity network, looked into the approach of Gen Z toward fashion, trends, e-commerce, and more. The result: Gen Z demands ethical fashion out loud.

Nearly seven in ten (68%) of Gen Z members demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability, equality and diversity are getting it right. These figures come from the recent report run by UNiDAYS surveying a panel of more than 18k Gen Z students to explore Gen Z’ fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more.

Ph. Rodnae Production, Pexels

UNiDAYS Gen Z Fashion Report – Clean Fashion And Gendered Clothing

UNiDAYS asked a panel of their 20m+ verified student members for their opinions on all things fashion, in a series of surveys and polls. Over 18k Gen Z students provided insights about their relationships with their devices, platforms, fashion favourites and retail habits. The polls revealed passionate feelings towards clean-washing, conversation commerce, brand intrusion, third gender marketing and lack of trust when shopping through new social media checkout features.

As the role of real-world fashion adapts, fluid and device-driven business models must emerge for the fashion industry to serve the world’s first, and largest, generation of digital natives.

With global digital ad spend on social platforms predicted to hit $517 billion by 2023 (more than £380 billion), insight into the world’s biggest consumer demographic will support the bricks-and-mortar survivors and define the establishment of new fashion brands rising through the metaverse, all with Gen Z at their core.

Meet Gen Z

Born between 1996–2012, Gen Z is the most hyper-informed, hyper-connected and demanding generation of consumers in history. At 40% of total consumers, 'zoomers' are the biggest generation globally with a $3 trillion indirect annual spending power.

Unique Behaviours

Zoomers expect customised, personalised products and services plus value, across every device and every platform all with free delivery. Their real-world and digital existence are basically one and the same, with nuanced values that can seem contradictory on the surface: they love filters but resent retouching, they live and breathe social media, instant messaging, video games and live-streaming often all at the same time.

Gen Z' attention span is 8 seconds. Compared to 12 seconds for Millenials.

Make Connections

Their unwavering style, ethics and thrift make Gen Z the ultimate Apex Consumer. Brands must urgently connect with this high-potential, savvy, digital-native generation that is reshaping social commerce. Both start-ups and legacy brands could find this new world order daunting, but it represents great possibility.

• 2 BN direct annual global spending power
• 92% use discount codes 
• 40% of total consumers in the UK, US, Europe & BRIC

Fashion-phoria

• 90% say looking good is important to them
• 96% say fabulous clothes make them feel confident
• 93% love how great clothes make them feel
• 80% enjoy a mix of styles
• 87% say great clothes make them feel sexy
• 56% say they do not follow fashion trends

GEN Z members are full-on fashionistas, their style, habits and ethics drive and dominate the trends and patterns are seen through social media and the surrounding generations today. 87% of zoomers agree that great clothes make them feel sexy, 96% say fabulous clothes make them feel confident and 79% state sustainable fashion is important to them. But they never pay full price. For anything.

If Gen Z Is Not Your Core Consumer Now, They Soon Will Be...

Gen Z maintains its own personal brands physically and across their platforms, with defined standards and values that dictate the brands they associate with. The average Gen Z spends 10.6 hours a day online (Adobe), 93% love great clothes, and 85% of them research everything online before buying. Zoomers' appetite for social is huge and brands have been quick to embrace the fun and engagement that quality content generates. But with 75% of Gen Z stating they do not trust shopping on social media, there is a disconnect between entertainment and commerce which brands must fast address. Gen Z is consuming culture and marketing in a fundamentally different way than Millennials or Gen X (the over the forties).

Of those surveyed, 87% of Gen Z mostly communicate with their friends through instant messaging, just 13% call them direct, and only 14% would try a new fashion retailer based on seeing a TV ad. Fashion brands must get creative to establish and nurture these new relationships to ensure they stand the test of time.

Viviane Paxinos, global GM at UNiDAYS, states: 'We found that, for Gen Z, TikTok is the place to be on social, followed by Instagram. Given that fashion purchases made by 49% of those we spoke to were influenced by brands they saw on social media, platforms like TikTok and Instagram are a growth opportunity for fashion retail marketers looking to drive brand awareness and social commerce. Another important factor stems from TikTok's early guidance to marketers: don’t make ads. Make TikTok's.'

Good News For Fashions

• 76% are looking forward to partying again
• 64% expect to spend more on outfits for events now
• 78% plan to dress up party now that lockdown has eased
• 54% will spend more on beauty now social occasions are back

Despite 18 months in lockdown, 90% of Gen Z still value looking good. However, 65% expect their fashion purchases not only to be affordable but to be made to the highest ethical standards. Fashion, fast or otherwise, can no longer rely on value alone.

'Audiences go to the likes of TikTok, Instagram, Snapchat and YouTube for exclusive moments, entertainment, advice, humour, and authenticity in content. Fashion brands need to create content that feels genuine for the environment, or Gen Z consumers will swipe to the next video. Fashion brands should also be looking at social commerce as part of their wider omnichannel retail strategy, driving consumers in-store for brands where bricks and mortar play an important role. 84% of Gen Z are looking forward to returning to shops, and it shouldn’t be underestimated how impactful a shareable, interactive store experience would be in driving positive online endorsement and sales.'
Viviane Paxinos, global GM at UNiDAYS

Extreme Value

• 95% always keep an eye out for a bargain or offer
• 75% are used to buying clothes solely online due to lockdowns
• 53% say shopping is a social experience shared with friends
• 85% research online before committing to a purchase
• 82% are loyal to brands that offer regular discounts
• 66% intend to spend more on clothes when they go back to Uni
• 63% spent less on clothes during lockdown while 37% spent more
• 84% are looking forward to returning to shops

Trust And Confidence

• 49% do not mind advertising if it’s relevant to them
• 76% see too many ads on their feeds
• 83% want to cut their time spent on social media
• 75% do not trust shopping directly on social media
• 53% believe social media is bad for society
• 93% say social media promotes unrealistic life and body goals/ beauty standards
• 90% believe that unlabelled, retouched imagery should be illegal for influencers to use when endorsing brands/products

For the majority of Gen Z, online is its preferred way to shop; 85% research online first but 75% do not trust shopping directly on social media. Brands creating Instagram and TikTok content and those collaborating with influencers should be cautious, 90% of Gen Z believe it should be illegal for Influencers to use unlabelled and retouched images, while 93% believe social media promotes unrealistic life and body goals. Despite being the world’s first fully digital native consumer whose digital presence is as real as their physical one, they challenge everything they see.

Clean Fashion

Gen Z is conflicted: 59% of zoomers consider themselves woke, but one in four do not know where their clothes are manufactured.

Fast fashion serves zoomers' obsession for new and fresh, but grates against their ethical guilty conscience of quality not quantity. The rise of Depop and co. signifies a new dawn for wardrobe resale hacks that do not cost the earth, but where does that leave fast fashion brands? How deep does their culture of sustainability go?

Gen Z’s Earth-friendly attitudes and spending behaviours have triggered fashion to clean up their emissions and exploitation records, so a happy medium is emerging. Sustainability is finally being addressed by brands keen to be on the right side of history and stay relevant. Gen Z has zero tolerance for irresponsible brands, they are the sole demographic with the passion, power and platforms to take sustainability into the corporate boardrooms. Their digital and physical life are one of the same, which ensures their social media posts will continue to elevate those brands that champion change and shame those that blatantly do not.

Sad But True

It takes 3,781 litres of water and 33.4 Kg of carbon emissions to make one pair of jeans. Up to 175,000 tonnes of plastic microfibres are dumped into the ocean each year, equivalent to over 17bn plastic bottles, all from synthetic clothing. Microfibres cannot be easily extracted from water and pollute the marine wildlife food chain.
United Nations Environment Programme (UNEP)

Gen Z on Clean Clothing

• 26% unsure where their clothes are manufactured
• 79% say sustainable fashion is important to them
• 68% want clothes manufactured to the highest ethical standards
• 59% consider themselves ‘woke’
• 23% feel peer pressure to shop more sustainably
• 39% would buy pre-loved because it is more sustainable
• 33% pick recycled items because they are cheaper
• 67% prefer fashion brands that appeal to their social conscience
• 33% feel that brands who champion sustainability do so in the right way

Gen Z On Clean Beauty

• 86% say clean beauty is important to them
• 33% always read the ingredients label before a purchase
• 88% prefer natural beauty and skincare products
• 78% have returned a product to the shelf because of the ingredient

Responsibility

Who does Gen Z think should be responsible for regulating the beauty industry to ensure they use sustainable and harmless ingredients in their products?

• 20% the government
• 47% the brands themselves
• 29% an independent industry regulator

Increased Desire For Gender Neutrality

'More than ever, mainstream consumers are being challenged to rethink accepted societal norms and structures driven solely by gen z’s passion for post-gender diversity and inclusion.'
Viviane Paxinos, global GM at UNiDAYS

Gen Z embraces gender-neutral products and marketing. Zoomers acceptance has generated a wave of opportunity for fashion and beauty brands to expand into non-binary clothing and product lines. Six years ago, at its height of popularity, Facebook added a third, customisable gender choice that offers 58 identity options such as androgyne, transmale, trans-person and more other brands soon followed.

The beauty industry saw campaigns for cosmetics start to include trans models and cis straight men. Global fashion brands including Farfetch, Missguided, ASOS and Boohoo have all recently launched high profile campaigns featuring diverse and empowering models to promote their inclusive collections.

Blurred Lines

Generation gender-neutral has the least concern over owning ‘gender appropriate’ clothing, preferring to shop by personal style of self-expression, rather than traditional labels.

• 43% believe that assigned gender does not play a role in choosing clothes
• 23% think gendered language in stores is outdated or offensive
• 79% are not put off buying clothes that are marketed to the opposite gender
• 64% have bought clothing for themselves that is marketed to the opposite gender

Luxury Brands Must Adapt...

'Be aware, brand equity that triggers gen x will not trigger Gen Z. 79% of young consumers agree that sustainable fashion is important to them and 68% want clothes manufactured to the highest ethical standards. Luxury brands must adapt their narrative to apply to the new apex consumer that is gen z. Generic claims of craftsmanship will not cut it with this demanding ethics driven group, they want specifics.' Josh Rathour, found and CEO of UNIDAYS

Label Lovers

Luxury brands obviously find engaging with young consumers difficult as 71% of Gen Z feel designer brands are not relevant to them. But by over-focusing on Gen X (the over the forties) and not connecting with a younger audience, aspirational brands risk not only alienating their appeal to Millennials but their future core consumer too. Brands that underestimate Gen Z risk their relevance and label longevity. Gen Z is the most demanding, informed and least loyal consumers in history, if they find a brand irrelevant now, the likelihood is they will never buy into the brand at all. Affinity is seeded in youth. Luxury brands that do not emotionally engage with their future consumer will ultimately fail.

Designer Desire

• 32% follow designers
• 47% buy luxury clothing as a treat
• 40% have an eye for limited-editions
• 27% buy luxury clothing for the quality
• 54% describe themselves as loyal to certain fashion brands

Loving Luxe

• 30% have bought 1-2 pieces of designer clothing this year
• 50% say they have bought more fashion in 2021 than previous years
• 47% name design as their top consideration when buying luxury fashion
• 64% name price as their top consideration when buying luxury fashion

HOWEVER...

• 54% do not love labels
• 27% believe designer clothes are of higher quality
• 77% say they cannot afford designer brands
• 54% have not bought any luxury fashion this year
• 71% do not feel designer brands are relevant to them

Do Not Survive, Thrive

If Gen Z is not your core consumer now, they soon will be.
Gen Z is defining which fashion brands survive and which brands thrive. Those labels comfortable with Gen X and Millennials must learn what triggers Gen Z and fast. Affinity is seeded in the young, fashion brands that do not bother engaging Gen Z will ultimately fail. But despite being the world’s first fully digital native consumer with defined personal brands, and whose digital presence is as real as their physical one, Gen Z’s relationship with the platforms they populate is guarded at best.

Brands must work hard to win trust in the social space. Gen Z' unwavering standards, ethics and thrift make Gen Z the ultimate Apex Consumer. Brands must urgently connect with this unfamiliar, contrary, digital-native generation who are reshaping social commerce. Fashion start-ups and legacy brands could find this new world order daunting, but it represents great possibility.

Bethany Williams presents her up-cycled, gender-neutral capsule coat collection at London Fashion week, available to buy exclusively at Selfridges.