Generation Z , those who were born together with some of the biggest social networks and online retailers. They breathe digital world, they were born with it, they grew up with it. This generation bewilders us with their commitment to environment, political opinions, social issues eeven when it comes to fashion. The behavior is both fascinating but complex for fashion brands to understand. Gen Z is cautious when it comes to any movement, they don’t follow old fashioned stereotypes and are easily provoked by unfair treatment. They are not easy to please and the fashion world is and its designers are seeking information to figure out this puzzle.

Gen Z make themselves visible through social networks. Luxury objects for them is a value, the value that has to be seen. These kids were born with social networks, it is important for them to share one’s life to outer world. But the real question is does Gen Z really tells us the truth to the outside world, or only truth they want to tell?
One thing is for certain Gen Z consist of large communities of very active minorities who know how to use social media. When it comes to fashion they promote eco-friendly clothing, but are they really environmentally conscious?

They speak about ecological issues, but still shop fast fashion. They promote secondhand shopping as an eco-friendly approach, but really shopping for luxury clothing at a cheaper price. The secondhand market allows them to buy just as much for a cheaper price , they do that with a touch of eco-consciousness. Whatever it maybe one thing is for certain, Gen Z is changing things and brands are listening because they are afraid of boycott.