How Millennials and Gen Z are changing the fashion industry.
2020 is the year of vintage clothing because Millennials and Gen Z are rising as the lead clothing consumers of 2020. Unlike previous generations, they have no interest in being trendy or fitting in. Fast fashion retailers have suffered great losses in the new market place as they scramble to understand their newest consumers. Millennials and Gen Z do not want to be like everybody else, they do not want mass marketed clothing pieces. They desire to be unique, to be seen and respected as individuals. They desire exclusivity. They embrace “anti-trends.” An “anti- trend” is a mark of personal style that symbolizes rebellion against main stream fast fashion trends.
“Anti-trends” a rebellion or revolution?
Millennials and Gen Z value individuality and quality. They do not care about trends and fitting in, they would rather stand out. They desire clothes that express who they are and that reflect their values. They have peaked an interest in ethical and sustainable, high quality pieces that will last a lifetime. Vintage clothing offers modern day consumers more than a piece of cheep clothing that suits the currently available trend. Each piece of vintage clothing offers Millennials and Gen Z a unique story. Every vintage dress or pair of jeans is a piece of history and it’s exclusive.
Vintage clothing as understated as it is, says it all. A pair of vintage jeans is a one-of-a-kind piece that no one else has access to obtain. They offer a unique story in and of itself, expressed by the fade and distress. The life of a vintage piece fascinates these younger generations who grew up in a disposable-consumeristic culture. The age and quality of vintage pieces are unlike anything available in the modern market. Millennials and Gen Z value vintage pieces for their imperfections and see them as beautiful for their history. Vintage clothing pieces are more than mass produced garments, they are a reflection of personal story and history.
What’s the story behind your style?
The best part is that Vintage clothing is affordable for everyone. My favorite way of snagging vintage clothing is by thrifting. Vintage pieces are like hidden gems waiting to be found. You can thrift online via websites like Poshmark or Depop or in store at places such as Salvation Army, Goodwill, or mom and pop shops. Share your story and save the planet by shopping vintage. Have you found your gem yet?
My favorite pair of Vintage Jeans. I thrifted them at a Salvation Army for $6.00! They are Gap Jeans. Made in Mexico, bootcut. I couldn’t resist the feeling of the 100% cotton, the texture was unlike anything I have seen before.
By Alicia Autajay 02/22/20
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