FASHION IS MY FREEDOM MY

Authentic Self

By Ellie Emslie

Fashion Is What You Buy. Style is what you do with it.

WHAT ARE GEN Z LOOKING FOR IN A FASHION BRAND?

Fashion has no rules.

“From trendy independent stores in the Northern Quarter to multi-million pound online brands that have based themselves in the North West. Manchester is fast becoming the place to be for fashion,”

(Barlow, 2016). Fashion will forever be a global phenomenon that helps people define their individuality. In a city that brings people together, no one is shamed for wearing what they love.

Fashion is too often seen as egocentric. It’s easy to forget the importance of discovering oneself through style, as every garment worn represents personal choice. What you wear can make the world of difference, especially with standards in today’s society having a social marker. Our clothing choice helps us to be seen as we wish, while characterising our personalities to the world and both the friends and strangers in it.

“Your closet isn’t frivoulous, it contains a myria of channels to heightened performance, a selection of gateways to the best versions of yourself.”

(Bernard,Vogue2012)

When picking an outfit, you base your choice on how it will make you feel - comfortable, confident, sexy. So, whether you’re looking for that comfy chic for a day of studying, or are needing a showstopping outfit to strut your stuff on the town… here are some tips and tricks to getting that perfect style, just right for you.

According to Dominique Smith (2020), Gen Z is a “generation that leans into the value of self expression from a non-binary lens, leveraging voice and action to force change”.

There is increasing pressure on businesses in the fashion market. From diversity and inclusion to fair labour practices and sustainable consumerism; if a brand fails to practise these Gen Z terms, they risk being the target of this generation’s very real cancel culture. Gen Z’s have the power of influence through social media and one wrong move can have any business, whether indie or corporate, facing the repurcussions.

True inclusivity is an approach that all brands should welcome. Fashion is universal and it is time that brands step up to empower both men and women through body positivity in their image management; regardless of height, size or race.