The Gen Z cohort values authenticity and activism however a new subset among this cohort seems to be taking fashion to another level.

Retail data analytics company stated that this subset of youth is heavily influencing the fashion and apparel industry. As Gen Z is the cohort likely to be born between the years 1995 to 2015 they are yet to gain spending power. They typically fall on the younger end of the spectrum and are aptly termed Carly (Can’t Afford Real Life Yet).

 This young cohort consists of youth who believe that they have the power to make a change while thriving on memes and other virtual short-lived content. They seem to appreciate flaws and irony, typically optimistic and are likely to be community-driven. They are often attracted to brands with a “tribe-like” following such as Kith, Madhappy, Parade. Gen Z also has high regard for ethics and transparency from brands.

Starface is among the top brands that have gained popularity among this generation. It is a skincare brand that has gained recognition through its star-shaped blemish patches that can be placed over people's imperfection. 

The report also urged other companies to learn from Starface to not only accept the flaws but actively celebrate them.

In terms of style, this generation is attracted to bold, cheerful colors and “ugly” aesthetics. They are also in favor of streetwear, normcore and ironic aseptic items such as Crocs. Tie-dye items and casual wear have become popular among this cohort with respect to post-pandemic fashion.

Among this cohort, there are subgroups such as Carly, VSCO girls known for their love of sustainability and trendy fashion, the e-boy and e-girl termed by their love for video games, memes and anime, and the Cottagecore who wish to live in idealized farm life. 

The COVID-19 has housed a variety of consumers from the stabilizers who prioritize sustainability to the radical acceptors to cope with the new normal, Settlers who made up of millennials, Gen Xers who wish to build community and the new optimists who encourage joyful activities such as socializing and adventure.