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

C’RIBBE (read [ker-rib-be]) is the creation of James Douglas, the founder. The name is inspired by the Caribbean which is at the very core of the brand.

Published in Fashion
Saturday, 16 October 2021 10:35

The Fragrance Shop's Happy House

In honour of World Smile Day The Fragrance Shop hosted an event loaded with all the positive energy and affirmations we are sometimes simply lacking in our hectic everyday life. 

Under the motto ‘Spray a Little Happiness’, a beautifully aesthetic, calm and safe environment aka the ‘Happy House’ was constructed to showcase various new perfume releases alongside different live events the attendees were free to partake in.


Getting the opportunity to reflect on their inner self, actively work on their body, expand their knowledge on crystals, or simply relax with an evening cocktail alongside some blasting music.

The saying ‘good vibes only’ was reflected in every little detail and not only plastered on numerous signs on the walls throughout the premises. Early risers were able to start their day off with an exclusive workout conducted by professional fitness instructor Mr Oliver Lee. After boosting all those endorphins, it was time for a live recording of renowned British entrepreneur Poppy Jamie’s podcast Happy Not Perfect. The show dives into the everlasting question what it is to be human and how we can ultimately thrive from the inside out. Be it mental health, physical health, or business guidance, Jamie always tries to get the most out of her guests and pass on precious life advice to her devoted retinue of listeners.

  Poppy Jamie (on the left hand side) and Sharmadean Reid (on the right) during their discussion.

This episode’s guest was Sharmadean Reid, chief executive and founder of The Stack World, a networking platform for women that originally launched with a focus on the beauty industry as a new way to book services and economically empower independent beauty and wellness professionals. Though over time it evolved to cover a far wider range, branching into different areas that are compiled in a five-pillar model, namely: beauty, wellness, business, culture, and society. It is all about encouraging ambitious women to achieve higher ground whilst forming an interconnected entrepreneurial community of like-minded people. She also founded WAH Nails, so this woman knows exactly what she is talking about when it comes to setting up a business and working on one’s self-development at the same time. Throughout the roughly 45-minute-long talk young women in the audience were seen nodding their heads in agreement upon many things Reid so well versed expounded. Topics circled around feminism, self-confidence, procrastination, how to deal with writers blocks etc. Both revealed some personal experiences and tricks to cope with these issues. Thus, the discussion midst a small audience felt very intimate and insightful. Sharmadean described her life by means of a metaphor, saying: 'I see my life as a theatre and the people close to me are the spectators.' She advised that one sometimes must 'move some of them into another row further back if you feel they negatively impact you' and 'in life people sometimes also naturally move in and out of the front row of your theatre, and that is okay!', thereby expanding upon this figurative simile, which she picked up again from time to time throughout the whole discussion. In the end the audience was able to ask her some questions themselves that might have popped up in their heads. It was a lovely experience listening to these two very adept and open-minded women, every single listener was surely able to take something applicable for their own journey from it. The live recording of this episode will shortly be uploaded to Spotify under the following link:

So, give it a listen and whilst you are at it, peruse The Stack’s Newsletter completely free of charge.

Then it was time to literally spray a little happiness, by a run through of some of the most anticipated perfume releases within the industry. One thing is clear, all of them have a rich background history, bestowing it myriad personality and a story to keep in mind when you are putting them on. These fragrances are not merely about smelling good anymore but evolved into offering yet another component for customers to identify with and express one’s own personality a tat more. Since our sense of smell is amongst the most important senses we possess, the fragrance we wear says a lot about us. Your scent is one of the first things people notice about you, so it's important to make sure it is representing who you are.

KON's minimalistic sustainable packaging bestow the perfume a natural and grounded feeling.

First let us start off with a real game changer, IKON. This brand makes it their mission to continuously transform the market in terms of sustainability and cruelty free fragrances, composing each note with a natural mindset. The packaging is made of recycled composable paper, bottles are made from a light durable glass that does not jeopardise the longevity of the scent. Once owned, you can get them refilled at your local Fragrance Shop, avoiding unnecessary consumption of resources. Only responsibly sourced, natural as well as vegan key ingredients and materials are used. On top of that IKON manufactures locally, thereby further reducing CO2 emissions. The brand features six eaux de parfum in total, coming in 100ml size, all reasonably priced at £60 each. They contain 18 percent fragrance concentration, making it very long lasting.All their names are made up of number combinations, referring to the dates the responsive fragrance was created.  A wide range from slightly sweet to stronger balanced notes should provide something for every taste, especially because they are gender neutral, and who does not love a scent made for icons that you can share with your better half?

Hailey Bieber is the current face of the campaign, pictured next to crystal clear water. Likewise the bottle comes in a vibrant turquoise, embellished with the classic golden Versace Medusa head.

Versace Pour Femme Dylan Turquoise is the ultimate new floral and fruity summery fragrance for women. A spray can easily export you to faraway beaches where the deep blue ocean and hot yellow sand dunes meet. But make no mistake, it certainly is the perfect summer fragrance, nonetheless it concurrently is the perfect winter scent. Why? The indulging top notes of Lemon, Pink Pepper, Mandarin, Orange, and Jasmine create a wonderful mood boosting effect to mentally battle those frigid and gloomy winter days, transforming you to other places in a time when it is unfortunately still not as easy as it used to be to actually travel abroad. Escapism compressed in a bottle!

The intense version (as seen on the right) comes along slightly darker in colour and a little more spicy than the original, a perfect go to for evenings. Both flacons are designed to be refillable, by means of an innovative refill system, reducing its overall environmental impact.

Next on we have some news on the Armani front, My Way is the latest female scent by Giorgio Armani, joining in the ranks of established classics like the different Sí variations. Lots of musk, vanilla and white flower tones unveil for hours on end throughout the day. As the name suggests, the scent is supposed to encapsulate authentic experiences and encounters around the world, what exactly is associated with the top, heart and base note depends on how you have and are currently living your way. The short campaign film of the same name stars actress Adria Arjona and captures various meaningful encounters and adventures she makes during her travels through Tokyo, Sevilla, Thailand, and India. The deep blue rounded cap symbolises our planet earth, while the golden ring around it represents the journey around it.

UK based retailer Missguided on the other hand is rather new to the game in comparison, with their first ever launch having been in 2017. Due to their young target audience the perfume line is budget friendly, priced at £28 each. Though inexpensive they can most certainly keep up with pricier competitors. In accordance with their clothing style the packaging comes off distinctly youthful, all scents are bottled in metal cans alluding to fizzy drink cans. Each fragrance has a different empowering meaning behind it, reflected in its respective names, the likes of chill babe, babe dreams, babe power, babe night, and babe oud. Choose your can in accordance with the occasion and pair it with the right-hand cleanser to farther stay safe during times when it is more than ever important to keep those hands clean when out and about.

A campaign based on abundant florals and a soft pale colour coordination reflect the ingredients and smell.

Since celebrity fragrances have been all the range throughout the last few years, we end our quick rundown with two of them. Singer, Songwriter, and actress Ariana Grande just recently launched her amber floral fragrance God Is A Woman. A very soft, fruity, and sensual female scent that easily runs chance of becoming slightly addictive. This one is also big on aiding to shift a sustainable approach into the mainstream. 91 percent of the ingredients are naturally derived, 100 percent vegan (as Ariana is herself), cruelty free and all wrapped up in a reusable holder, made from 60 percent plant-based materials and a recyclable carton.

Ariana Grande's God Is A Women in the front on the right hand side, Jennifer Lopez's One in the back.

Jennifer Lopez is an old hand in the business, having released several distinctive perfumes. The latest being One, a sandalwood and nut dominated scent with hints of peach and coconut, creating a wonderful balance between strong woods, moss, as well as hints of patchouli and light, sweet fruitiness of a bright pink pepper burst, delicate florals, Jasmine and suede. All culminating in a harmonic peace inducing smell to linger on your skin.

On a closing note, The Fragrance Shop also gave space to Rays of Sunshine, a children's charity with the admirable endeavour to brighten the lives of seriously ill children across the UK. They are always on the lookout for engaged committed people to support their cause by doing something that fits your timetable but would mean the world to one of those kids. Be it fulfilling a wish for a new toy, driving to Disneyland, going to see a movie in the cinema, or simply donating. You have the power to get someone to smile and that is after all what World's Smile Day is all about.

A fitting scent that makes you feel comfortable, while ensuring to reflect your own sense of self ultimately has the power to positively enhance how you carry yourself. Having such a profound influence, we at Fashions Finest conceive it as a full holistic experience and strongly advise everyone to pay a visit to The Fragrance Shop, get a customised consultation and look for a new winter season scent, if not for yourself maybe be an early bird this year and grab a bottle for your loved ones as a Christmas present.

Published in Blog

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

Taipei Fashion Week officially started its multimedia fashion show on the 7th of October in Ambi Space One at the Songshan Cultural and Creative Park.

Published in Fashion
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

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

Lifestyle brand for wooden watches, gifts and accessories, has launched its first jewellery collection, made from the brand’s signature wood details mixed with traditional metals.

Published in Fashion
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


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


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


  • 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

Second Hand September made its appearance on the catwalk of the London Fashion Week with fashion's rising star Harris Reed showcasing his unique collection made with Oxfam clothing. 

Published in Fashion