La Métamorphose presents its Spring/Summer 22 ready-to-wear collection: a 100% eco-responsible women's wear line made with a seaside destination in mind. Les Dames de la Côte is made with 100% natural cotton made in France, right down to the backpack closure cord in bio-degradable fibre.

Published in Fashion

Born to perform - thanks to its theatrical founders - AKT, an upmarket natural deodorant, is hitting all the right notes as it secures £1.5 million in funding from Stonebridge, the digital-first consumer brand investment firm headed up by DTC entrepreneur James Cox. 

Published in Beauty

Farhad Re drew his inspiration from current events: fascinated by the conquest of space, he imagined a modern woman, conquering the world, while connecting her to her Roman origins, like a vestal of the future...

Published in Fashion

October is an important month for us as we celebrate Black History Month. Fashions Finest salutes this month by celebrating big and small realities in the beauty and fashion industry with you all.

Black History Month and balck women businesses. Ph. Rodnae Productions, PexelsPh. Rodnae Productions, Pexels

The contribution of the Black communities in the UK has been underrated or simply unseen for too long. Yet Black Britons have enriched our cultural landscape and economy with vibes and stories coming from afar. Fashions Finest wants to celebrate black innovators and strong business women who make our life more beautiful.

Every month tinges with different colours and surges as the flag for a cause. Fashions Finest's Black History Month is a journey across people and ideas fueled by a courageous entrepreneur spirit and passion.


Meet Tiph'arah

Tiph'arah natural haircare, black-owned business. Black History Month

Tiph'arah is a UK-based haircare company born in Coventry, Midlands. The brand moved its first steps in the intimacy of a house - to be more precise - a kitchen. Jessica Oduro, the founder, was looking for intensive and natural options that could keep her Afro hair nourished and hydrated for longer. Failed to do so, she started to experiment with natural and organic ingredients at home until she found the right formulation for glorious hair. 'Tiph'arah means 'glory' in Hebrews, in fact! Tiph'arah's hair butters aim to strengthen the hair strands, hydrate and promote healthy growth. The product range, consisting of three types of hair butter (Shea Cocoa Mango, Paw Carrot and Shea-Mang AVO'), is made with 90% of pure and organic ingredients from Ghana and the remaining sourced in Europe at high standards.

Meet Aviela

Aviela, shea butter skincare. Black-owned business. Black History Month

Aviela (read [a-vee-el-ah]) is a word used in Northern Ghana for 'good', 'nice' or even 'beautiful'. This word conveys very positive vibes. Aviela is the child of Patricia Monney who, during a family holiday in Ghana in 2007, was introduced to the power of raw, unrefined shea butter to heal her little daughter's ankle. Patricia learnt about shea butter anti-inflammatories properties and, once back home in the UK, she focused on expanding her knowledge on shea butter. She found a way to work the natural ingredient without compromising the natural properties and qualities of shea butter. The solution was her kitchen helper which gives Aviela products that superb weightless whipped consistency. Aviela offers a range of skincare and body care for all skin types with 100% pure, unrefined shea butter. Patricia sources her shea butter ethically from a cooperative of 25 women from the village of Gurugu in the Northern region of Ghana.

Meet Pamoja

Pamoja, skincare black-owned business. Black History Month

Pamoja (read [pam-oh-jah]) is a Swahili word meaning 'together' and is inspired by formulator and founder Sarah Taylor's Tanzanian/British heritage as well her skin journey. During pregnancy, she experienced severe sensitivity and succeeded in finding the solution by herself. She worked on her own products and formulations gaining also some spotlights in national magazines.

Sarah Taylor, founder formulator of Pamoja. Black History Month

This independent, black-owned company offers natural skincare with high performance and quality standards. Cruelty-free and environmentally friendly, Pamoja takes equal care of sensitive skin and the environment with sustainable packaging, ethically sourced botanical ingredients and zero palm oil. Sarah thinks that 'everyone deserves to feel good and that when you are kinder to yourself, it will help you be your very best.' For Sarah 'Black History Month is an opportunity to be more inclusive, to shine a spotlight on the contributions and the challenges we face so that we can better understand our collective history every single month of the year.'

Meet Wax + Wraps

Wax+Wraps, ethical subscription box African fabrics. Black-owned business

For many of us, the pandemic represented a forced stop; however, this suspended time allowed us to reset priorities and rebuild ourselves. This happened to Jaqueline Shaw with Wax + Wraps. The fashion expert and entrepreneur overcame the COVID-19 backlash thanks to her acumen and love for fashion design. She realised how many people get interested in handmade and sewing during the pandemic and she also noticed how popular were and are still crafting subscription boxes.

Jacqueline Shaw Wax + Wraps founder. Black entrepreneur and fashion expert. Black Histoy Month

Jaqueline, who has an MA in Ethical Fashion, is passionate about Africa and traditional fabrics. She put this personal love in her own subscription box by sourcing unique textiles printed, woven or knitted by hand in African states and regions. 'Other sewing boxes do the job but they are all very similar and I felt that they don’t inspire me to learn more about the people or even to source responsible fabrics and textiles too. My Master's degree in Ethical Fashion from the UCA Epsom, taught me that in this fashion industry, WE the consumers are the change we want to see. We are responsible for the impact of the industry on our planet and our purchasing decisions can build or break the industry. And its environment impact.'
Jaqueline thinks that 'Africa is Fashion's Future' and has been spreading awareness at previous London Fashion Weeks and events in Africa and the States. We could not but totally agree on that. Her sewing box does not just quench our thirst for crafts but also disclose stories from beautiful lands and people as no other service does.

Saka Luxe Beauty

Saka Luxe Beauty multi-blend scalp oil. Black-founded brand
Many feels puzzled by the length and complexity of cosmetic labels. This exact reaction is behind Saka Luxe Beauty, a UK natural hair and skincare company founded in Bristol in 2020. Available on Etsy, eponymous of everything handcrafted, the brand's ethos is based on creating simple and affordable products to moisturise and nourish hair, beard and body. Every jar of butter, every bottle of oil is handmade in small batches to ensure a caring and luxurious feel.

Jessica, Patricia, Sarah and Jacqueline are just four of the many black businesswomen that turn their creative verve or necessity to express themselves and made a living from their passion. Black History Month is important to us because the majority of the black-owned businesses are too small to gain the deserved visibility on the media and still struggle in this overcrowded industry.

We invite you to have a look around and discover the authenticity of these companies and that of many similar ones. As you and we shop independent and black-owned, we can support these individuals and make a little but significant change in their lives, ours, and the way we shop.

Fashions Finest is happy to bring you these personal stories and call all the black-founded companies to get in touch to join us and build together a network of creators beyond Black History Month.

Published in Blog
Friday, 08 October 2021 13:38

Lemuel MC, the sustainable beauty of linen

A cool breeze on bare skin in summer, a warm hug in winter. Linen is the fabric chosen by Marta Cernovskaja for her brand Lemuel MC with sustainability and transparency at its core.

Published in Fashion
Thursday, 07 October 2021 13:28

A/W21 denim trends, era of freedom

There is one staple piece in everyone's wardrobe that literally made history. There is one true fashion must-have that crossed generations, yet never felt outdated. You can have a guess. It is denim.

A/W2021 denim trends Very.co.ukVery.co.uk

Although timeless, denim jeans marked a drastic change in everyday fashion this year. Jeans are our flag of freedom. We have seen it throughout 2021 and these autumn/winter trends are not an exception.


The humble workers' denim passed through centuries and generations and, as such, it is a trustful mirror of our times. Maybe it is the new post-pandemic lifestyle or today's feminist stream but 2021 waved 'goodbye' to super skinny jeans to welcome (back) baggy forms to put everyone at ease. Here we go, exploring the 5 top denim trends for this autumn/winter season.

1 Mom's Jeans

Mom's jeans, A/W 2021 denim trends - MissguidedMissguided - Riot Highwaisted Clean Mom Jeans

Ten years ago, moms had a certain 'uncool' factor. Could you believe mom's jeans were going to conquer a big slice in stores' displays and people's shopping charts? High-waisted and relaxed, mom jeans are not anymore for leisure time and gardening but a comfortable ally now that home is our office.

2 Upcycled Jeans

V by Very sustainable jeans, A/W 2021 denim trendsV by Very - Sustainable Slim Cut Jeans

The call to make something for the planet translates into sustainable jeans. Whether they are made from vintage stocks, eco-consciously produced, recycled or thrifted by you; green jeans have a richer story and feel lighter on the environment.

3 '70s: Flared Legs And Flavours

'70s and flared jeans, A/W 2021 denim trendsRI Petite - Amelie Flare Dane Jean

Jeans as a flag of freedom could not but take big inspiration from the '70s. The 'peace & love' decade revival is in flared silhouettes, patterns and patchwork. Added to the upcycling trends, looking for a true vintage makes a trip to second-hand stores definitely more adventurous and rewarding.

4 Baggy Jeans

Baggy jeans, A/W 2021 denim trendsNew Look - Noosa Baggy Jean

'The wider, the better', this is the motto of the year. Mom jeans already offer some room for our real shapes, but this season we can exceed as we look back at the '90s. Think about rappers and skaters' styles when looking for our next pair of denim. The must-have jeans for the last bits of this 2021 are super baggy and slouchy. Young and unapologetic with added distress for an extra touch of street style.

5 Light Jeans

Light wash, A/W 2021 denim trendsLevi's - 501® Crop

Nothing says 'denim' more than an original Levi's 501. The American brand invented the real jeans at the end of the 19th century but it proves to be always fashion-forward. Here is how Levi's reinvented its 501 this year.

Denim signature colour is blue but we can set free from the tradition with pale blues, neutrals and even white.

These are only 5 of the top denim trends that we can rock this autumn/winter season but the list may go on and on with pleated jeans, straight cuts and low-rise waist. This year's array of denim as seen on Very.co.uk says it clearly: denim must make you comfortable in your own skin. 2021 jeans are a liberation, liberation from strict and unrealistic ideals proposed by the media for many decades. It was time to change, the evergreen denim made it.

Published in Blog

Fast Fashion is so last season, meet Aqua & Rock a high-quality premium sustainable fashion and lifestyle brand.

Aqua & Rock sustainable fashion brand London

Their motto ‘Where ethical meets aesthetic’ hits the spot. Too often people still associate sustainability with strong limitations and unsightliness. Aqua & Rock surely prove this to be a false prejudice.


If you think sustainable fashion must have a dated aesthetic and cannot possibly look stunning and modern without any compromise, then read on to get to know this brand and pay their new flagship store in Covent Garden a visit when your interest is sparked.

Aqua&Rock sustainable fashion brand opens flagship store in Covent Garden LondonAn interior collection consisting of lamps and vases uses naturally sourced materials. All items are one of a kind due to the variable key components of wood grain, natural sand, clay and alpine hay, which naturally do not appear uniform. Furthermore, they are carefully crafted by hand.

This store is unique, since every little detail, down to the lamps, hangers and even drinks is produced 100% sustainable and guilt-free, reflecting the genuine dedication and passion behind the brand. Aqua & Rock was established in 2019 and has been driving forward innovative concepts for ethical fashion ever since. Everybody is more than eager to put a ‘sustainable’ stamp on their clothes now with younger generations, especially Gen Z becoming ever more aware of shortcomings and accordingly concerned about our planet’s future. 'Green washing’ developed to become a huge issue. Customers are getting blatantly misinformed about the background of their goods and continue to shop with a false sense of righteousness. We all know those high street companies for instance, that suddenly hop on the bandwagon by realising an allegedly sustainable line when we honestly ask ourselves: who are they trying to fool? Huge fast-fashion retailers aim to transform their il repute, however, in the end, merely a minority can really state that their company meets the necessary regulations in all areas. Founder Dea Baker and her team instead showcase what true passion and competence in the industry can look like. That is why they also deservedly won the award for “Innovator” of the year at the Drapers Independent Awards 2021 this September.

Aqua&Rock sustainable fashion brand opening eventThe Blue Thetis Trench Coat pictured at the front is a centrepiece of the 2021 collection. It incorporates wooden buckles and is made from 100% organic cotton.

Each piece of the latest collection is designed to be ‘seasonless’, so it can be reworked according to season and mood. Not only can they be either composted, recycled or biodegraded, but also include the use of fertiliser to support organic farming. The main concept is based upon a bio-circular model with four components, them being: organic, natural, recycled, and upcycled. All the resources like wood, hay, leaves, cotton, hemp, and flowers are organically grown. Wood, aloe vera, cotton, hemp, wool, as well as the colouring are naturally sourced. Existing materials are updated and reinvented within the upcycling process.

The model is designed to avoid the use of chemicals during manufacturing. Aqua & Rock have even created their own sustainable fabric dubbed 'Aqua Triblend', which is inspired by the French riviera. Among organic cotton, it incorporates recycled plastic and upcycled clothing. With overwhelming numbers regarding beef consumption, the brand saves the by-product of the meat industry from organic farms. Thereby, waste that otherwise would hit the landfill sites is further minimised.

According to Baker this variant of recycled leather is even more sustainable than buying vegan leather, which many people would never assume.

And that is by far not all, since the leather is going through a 'Wet-White' process it is completely free of chrome and other harmful chemicals. So, it is not only better for mother nature, but also for our own bodies. Due to this way of production the Ecotan leather items can be sent to their organic fertiliser partners. After being turned into organic fertiliser it is then used to fertilise fields and plants on organic farms, resulting in the regrowth of organic harm-free vegetation. In being reverted back to nature the bio circle is closed, ending where we started, the animal, which can gaily graze on these natural fields again.

The collection has been designed and produced in the UK, no sweatshops or underpaid labour included in any form, that the customer can be certain of. All pieces of the 2021 collection come in muted colour tones like brown, mint, white, and crème, all easy on the eyes and extremely versatile, giving customers lots of room for creative combining.

British musician Elle L gave the attendees an exclusive glimpse into her new single 'Hoping'. She took on the role of first brand ambassador because she is personally very passionate about the subject in all areas of her life and wants to advocate for less waste. As a public figure, she feels like having a responsibility to inform and positively influence others to have an impact on a larger scale and act as a role model for younger people. She aims to actively contribute to 'leaving a legacy for future generations' by not only talking about it but committing to an accordingly lifestyle.

Aqua & Rock opens flagship store in Covent Garden, London

Fashions Finest thinks this store is a great addition to the Covent Garden area and will hopefully attract lots of new customers to join forces with for a better world. Supporting this goal by shopping for beautiful clothes does sound dreamy, right? Yes, it is actually that easy to partake and conduce a little bit. Maybe this shop will be a starting point for some people to become more immersed and engaged in sustainability in other areas of their everyday life as well. Aqua & Rock officially opened their doors on the 27th of September, a visit is not only highly recommended but a must for everyone interested in sustainability and all its facets. The power for real change lies in our consumer behaviour, supply and demand regulate the market after all and progressive brands like Aqua & Rock are successfully leading the way in a current turnover. The aim does not have to be a Utopia!

Published in Blog
Wednesday, 29 September 2021 12:56

Gen Z, the ethical fashion generation

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.

Gen Z, UNiDAYS fashion report

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.

Gen Z and fashion habits. Ph. Rodnae Productions, PexelsPh. 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

Gen Z, the apex fashion consumer. UNiDAYS research

  • 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

Gen Z' fashion values

  • 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

Gen Z and gender fluidity in fashion. UNiDAYS study.

'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

Gen Z' fashion habits

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.

Published in Blog
Tuesday, 14 September 2021 11:40

Redress Design Award 2021 has its winner

Redress Design Award 2021, the world's largest competition on sustainable fashion design, has finally its winner. The news has been announced live-streamed from Hong Kong after a hybrid Grand Final fashion show with real and virtual models.

Published in News

The journey towards inclusive fashion also passes through 'petites' and their underestimated necessities. Today, petite fashion sees more protagonists like LacunaFit which is ready for a denim-tinted launch.

Published in Fashion
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