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Gen Z is taking the fashion world by storm—and 2025 is proving to be their year. As one of the fastest-growing and most influential shopping demographics, Gen Z isn’t just on the cutting edge of trends; they’re shaping the entire industry with their buying power. This generation, digital-first to the core, is making waves in the fashion space, and, frankly, brands are scrambling to keep up.
More than just chronically online teens with a screen time that would make a Victorian child shudder, Gen Z has shown they know how to use their dollars to make waves. From exclusive drops to viral collaborations, they’re transforming the way brands interact with consumers. It’s not enough for a brand to just be cool; it has to feel authentic, accessible, and community-driven. In 2025, fashion isn’t just about what’s hot—it’s about who you’re wearing it with (virtually or IRL).
Whether it’s teaming up with up-and-coming designers or jumping on global style challenges, Gen Z is proving that they prefer fashion that reflects their values and their sense of belonging. The idea of a “lone trendsetter” has morphed into a collective style experience, with entire digital communities dictating what’s next.
As we hit the mid-decade mark, it’s clear that Gen Z isn’t just a flash in the pan. Their buying habits are revolutionizing retail, pushing brands to become more nimble, more inclusive, and, above all, more aligned with their values. The fashion industry is no longer just chasing trends—they’re chasing Gen Z. And if the first half of the 2020s is any indication, we’re in for a stylish ride ahead.
Below, scroll through for the year-defining trends Gen Z is already buying up. From beloved brands like Coach, Sandy Liang, and Miu Miu, it’s clear Gen Z has more power than ever.
(Image credit: Imaxtree Spotlight)
There’s nothing Gen Z loves more than a color trend—in this editor’s eyes, they’re largely responsible for the massive surge of cherry red hues in 2024. Perhaps it’s the return to delicate, romantic styles or a saturation of Wicked-themed motifs, but I’m sensing a rise of pale pink tones in 2025. Unlike last summer’s hot pink Barbie-coded moment, 2025’s pale pink trend feels a bit more light, airy, and romantic. The softer shade dominated the spring 2025 and resortwear collections from beloved designers like Sandy Liang, Jil Sander, and Alaïa in the form of flowy dresses, satin jackets, and oversize totes.
While there’s already an array of pastel pink garments on the market in anticipation of the trend taking flight from February and March, I have a sneaking suspicion this won’t just stick around for the spring. While Millennials are highly attuned to nudes and minimalist black-and-white color palettes, Gen Z often has a penchant for bright, personality-driven colors.
Sandy Liang
Flower Power 2.0 in Ballet Pink
Repetto
Pink Cendrillon Ballerina Flats
Aritzia
Sunday Best Biscotti Cardigan
(Image credit: Imaxtree Spotlight)
Gen Z is craving heirloom pieces in their own way. As the pendulum swings farther back from a hyper-fast, fashion-fueled early 2020s, brands are leaning more into craftsmanship and artistry without sacrificing quality. Bottega Veneta and Coach, two luxury fashion houses that have long upheld a commitment to high-end leatherwork, have never been more popular among Gen Zers.
This isn’t just about splurging on new items, though—faded secondhand pieces are in (or at least, those with the same well-worn, lived-in quality). It’s all about embracing the beauty of something that’s stood the test of time and still holds up in both quality and aesthetics, even if it’s a little scuffed or frayed around the edges. It’s like each mark or crease tells a story, giving the piece a kind of personality you can’t buy off a rack. In a world of endless trends, there’s something inherently cool about owning a piece with a past—one that feels as unique and lived-in as the sub-26 crowd is.
Coach
Brooklyn Shoulder Bag 39
Sandro
Oversized Leather Jacket
Coach
Coach Tabby Shoulder Bag 26
(Image credit: Imaxtree Spotlight)
As a Gen Zer, I’ve all but embraced little-shirt, big-pants supremacy—and it looks like designers are finally getting the memo. Graphic T-shirts are suddenly cropping up on the runways, and, as Gen Z is known for their cool, casual approach to dressing, the rise of the ironic graphic T-shirt is all but inevitable. Lest we forget viral moments from the intersection between pop culture and fashion this year: Nearly every cool Gen Z Bushwick transplant owned either the “I Told Ya” tee from Luca Guadagnino’s Challengers; a camo-printed, Harris-Walz trucker hat; or a neon green Brat baby tee.
This isn’t just about wearing nostalgia for the sake of it, either—it’s a strategic statement. Graphic tees are a badge of honor, signaling membership in the latest subcultures and inside jokes. It’s like wearing a personal manifesto without having to say a word—because, let’s be honest, who needs to carry a tote with “My other bag is a Birkin” when your T-shirt already says everything? Fashion, after all, is about telling a story, and Gen Z has turned tees into their favorite plotline.
Bug Girl 200
Brat Diaries Baby Tee
Ganni
Black Rose Relaxed T-Shirt
(Image credit: Imaxtree Spotlight)
Goodbye, quiet luxury. Hello, mischievous, disheveled fashion girl. A rise in authenticity and attuned refinement into personal style are touch points when it comes to Gen Z style in the months ahead. Earnestness has never been more popular as social media becomes more saturated with sameness. Instead, the sub-26 style crowd is opting to buy garments, both new and pre-loved, that speak to them and their personal style.
While we love to follow a mass-consumer trend here at Who What Wear, there’s something that feels deeply personal about making your wardrobe your own. Personalized bag charms, layered mismatched belts, and eclectic, oddball shoes is *in* thanks to Gen Z placing an even larger importance of conveying their values and belief systems through their clothing choices. This was even more apparent at Coach’s spring 2025 show, with leather bags being turned into personal junk journals covered in dino stickers and ballpoint pen scribbles. It’s not just about the pieces Gen Z is buying into anymore—it’s about how they make those pieces their own.
Maison Irem
Multi-Colored Carabiner Dice Bag Charm
Prada
Flame Patent Leather Sandals
Chopova Lowena
Roberta Carabiner Belted Check Mini Skirt
(Image credit: Imaxtree Spotlight)
Suede for spring? Honestly, a bit groundbreaking. Although TikTok discourse has designated this seasonal trend as a fall staple, colorful suede jackets, bags, and accessories are slowly popping up, ushering a breath of fresh air in contrast to the traditional cognac, khaki, and caramel suede silhouettes. Just take Jacquemus, for example, which showed a bright green suede jacket as a warm-weather garment during the brand’s latest show on the Italian coast—proof that suede is officially making its transition from autumn to spring. Birkenstock’s Cerulean-hued clogs have also been having a moment on social media, leaning further into the colorful suede trend. It’s like the fashion world collectively decided that warm tones are so last season.
Of course, tried-and-true classics like cognac suede boots and bags are still on the rise, so don’t throw out those fall staples just yet—there’s nothing wrong with sticking with what works. But this spring, it’s clear: Suede has leveled up, and it’s no longer just a cozy cold-weather choice—it’s a vibrant statement for any season.
Liffner
Pillow Shoulder Bag Suede Dark Brown
Mango
Heeled Suede Ankle Boot in Medium Brown
Massimo Dutti
Short Suede Leather Jacket With Pocket Details
(Image credit: Imaxtree Spotlight)
Perhaps I am biased, but there’s nothing I love more as a Gen Zer than to dress like a grandmother. While grandpa-core (think vintage slouchy sweaters, clogs, and oversize trousers) is a go-to aesthetic for the younger cohort, a swift rise of elegant, sophisticated aesthetics is lending me to believe the tide is turning, and instead of leaning into the comfort-first look, Gen Z is going to step into the rich grandma aesthetic. With pillbox hats, opera gloves, and vintage-inspired jewelry being hot trends on social media, Gen Z is poised to look forward at their version of dressing up like grown-ups after spending years reveling in their youth. Take Sandy Liang’s spring show notes, for example, outlining a world in where a girl can be anything: a princess, a super spy, a ballerina. “This season there’s something to wear to work, something to catch the subway in, to wear to a piano recital, to wear to the movies, something to live in, to create your own world in.”
The illusion of putting on a pair your grandma’s pearls or elbow-length sheer gloves is a prospect about giving into the imagination and being anything you want to be—as magical, far-fetched, and nostalgic as that can be. Gen Z rummaging through their mother’s and grandmother’s old clothing trunks is another escape outlet to “dress up” in their own world, filled with simple childlike wonder.
Heaven Mayhem
Gigi Earrings
Zara
Scarf Blouse ZW Collection
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