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Gen Z’s rising purchasing power and emphasis on self-expression are reshaping the fashion industry, driving trends, and fostering a new era of cross-cultural influence. A 2022 BoF Insights report, reveals that Gen Z—individuals aged 12-25—represents 25% of the global population and holds approximately $360 billion in purchasing power in the U.S. alone. The report, based on a survey of 1,000 U.S. Gen Z participants, social media analysis, focus groups, and expert interviews, highlights that for U.S. Gen-Zers, fashion is the top entertainment spending category. In today’s globalized fashion industry, self-expression is prioritized, however, it should be noted trends and aesthetics originated by Gen-Zers such as Barbiecore, Cottagecore, and Dark/Light Academia.
Black designers, models, and musicians have profoundly shaped global fashion, from luxury markets to hip-hop-inspired streetwear. The contributions of the Black community to fashion, as an industry, business, and form of self-expression, cannot be overstated. Many of the iconic, notable, and cultural moments of the 21st century can be traced and attributed back to Black fashion designers, celebrities, and culture. In the 2020s, trends such as bucket hats, oversized clothing, and nameplate necklaces, comebacks from the 90s and early 2000s, are rooted in Black culture.
In connecting with Black Gen-Zers, there are also trends that can be seen. The article “Engage Black Gen Z with Intersectional Group Traits” suggests two key attributes of brands that resonate with most Black Gen-Z consumers. These include those with a community approach and those who are aware of social context and nuance, either in addressing those issues or supporting Black Gen-Zers in issues relevant to them and their community.
Celebrity and influencer culture has historically shaped fashion trends, and within the Black community, many Black Gen Z influencers and social media content creators are adapting, reinventing, or curating new trends and aesthetics. Such innovations include combining styles like Harajuku, Afrofuturism, streetwear, and Y2K. Experimenting with silhouettes, colors, fabrics, and the balance between androgyny and femininity, while incorporating elements of Black culture and other cultural motifs. Content creator and photographer kihmberlie, Kimberly Douglas, spoke on the uniqueness of fashion in 2024. “When you think of the 90s and the early 2000s there are specific pieces that come to mind . . . flared jeans, low rise jeans, certain things were staples to Y2K” said Douglas. However, when trying to pinpoint a specific trend or style to the 2020s, Douglas noticed people were on trend or they did their own thing and Gen Z fashion is an amalgamation of different styles and time periods.
Among Black Gen Zers, the pull toward certain trends and aesthetics is rooted in personal preference. Fashion influencers, like Aliyah and Wisdom Kaye, showcase curated styles that blend diverse social and cultural elements. So, while identifying what items Black Gen Zers are buying might appear straightforward, it reveals a deeper need for consistent inclusion of Black voices in fashion. This representation has a positive ripple effect, not only within fashion but across other sectors, inviting more people to share their contributions and interpretations. Additionally, this question brings up important considerations about data collection, suggesting that demographic factors like race, class, and gender should be taken into account. Ultimately, this exploration reaffirms the buying power and influence of Black consumers, especially Black Gen Zers.
Who is to even know what the future of fashion holds? “Moving forward it’s gonna be interesting…based off of the time we are in right now…everything that’s happening around the world…that’s gonna affect how people dress,” said Douglas. One theory is the return of Do it yourself, DIY, fashion. Douglas notes shifts in celebrity and influencer culture as well as economic factors in impacting the way consumers gravitate towards fashion. “Maybe because of that if people start moving away from buying new pieces of clothing all the time and start re-wearing… DIY-ing might make a comeback differently.”
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Style Black culture has always influenced the majority of the fashion trends and scopes that are popular in this day and age. Looking forward, now Read More
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