Why Youth Culture Is The Inspiration For The Fashion Industry

There is no denying that the interests of younger generations have always influenced the fashion industry. Can you blame them? Youth cultures are known for experimenting and trying out creative out-of-the-box trends, offering fresh perspectives for cultivating and creating momentum on the latest inspiration. From the 1960s hippies to the 1980s New Romantics, youth culture has influenced fashion and vice versa. In the past years, the influences between eras are starting to dominate the fashion industry landscape.

The rise of digital, specifically social media platforms, means that consumers can call the shots. It has further enhanced the power held by consumers and brands for a tag team on fashion marketing promotion. The stronger, more established close relationship between brands and customers has led to increased collaboration with designers and other influential fashion industry members using social media as a platform for consumer feedback and a resource for creative inspiration.

Youth culture’s influence on the fashion industry is clear in many ways, styles, and pieces. Still, for today, we have chosen three primary ways the two have intersected in recent years.

Youth Culture And Social Activism Ties

Back in the 60s, 70s, and 80s, there were activist subcultures, but the new generation of youth activism has revitalized these forms of activism.

In 2022, being socially active has become mainstream and is now a subculture on it’s own, which is highly tied with the interests of Gen Z. The interest in social activism intersects with almost every industry, including fashion.

The environmental impact is a big concern for many young people, especially when it comes to the development and the selling of products. This concern has caused younger generations to purchase from sustainable brands, or products that have been made with sustainable materials.

Another way Gen Z has changed the fashion industry dramatically is the rejection of traditional, toxic beauty standards, and they have moved to the notion of inclusivity. Whether it be body inclusivity, cultural inclusivity, or breaking down stereotypes, young people value diversity and inclusivity in their everyday lives, and this affects their purchasing decisions. Almost 80% of young people believe it’s vitally important for brands to address diversity and inclusion. The fashion industry has responded to this focus by introducing more diversity to every level of their business, from the assembly line to products made and models chosen.

Social activism and pushes for inclusivity and diversity, primarily brought on by youth culture, have dramatically changed the way the fashion industry creates and sells products, for the better. Without focusing on sustainability in their production and inclusivity in their distribution, fashion brands do not see the same engagement with their products which they had anticipated for.

 Artistic Appreciation

Another way young people have inspired fashion trends as of late is through artistic appreciation. Historically, people have used fashion to express themselves, but recently, fashion has grown in popularity as a form of self-expression.

The majority of today’s young people are interested in the arts. With technological developments making art increasingly more accessible, young people have expanded their interest in art to align with their fashion interests, with fashion being a form of art for many teens and young adults.

This appreciation can be seen through the unique styles and vision that young people incorporate into their streetwear and their interests in fashion events such as the Met Gala. This interest in personal expression through artistic expression has flowed over into the fashion industry. Gen Z has an eye for fashion, and is not afraid to support the independent or up-and-coming brands that contribute meaningfully to art, in place of big corporations.

 The Importance of Social Media For Consumers & Brands

Social media is a massively important part of youth culture today. Over 90% of teenagers use social media, and most of them build up relationships with the brands they like using their preferred social media network. The use of social media as a brand has moved from being a choice, to being a business essential.

Many young people make their fashion buying decisions based on the items they see on social media. People spot clothes they like on social media, which affects their buying decisions immensely. With the rise of influencers on social platforms such as TikTok and Instagram, people have become more likely to notice new fashion trends through influencers they follow. Teenagers and young adults know when they are being advertised to, and with traditional media, they are likely to skip or ignore ads. However, when an influencer they like is promoting a product, they are more likely to pay attention and connect with the product – this represents a huge opportunity for the fashion industry. As with other brands, fashion companies need to focus on getting seen by their customers, and with Gen Z spending an average of three hours a day on social media, the brands that adapt and promote on different social platforms are the ones that stand out.

Youth culture has had and is having massive effects on the fashion industry at every level. Fashion brands and designers have had to adapt to the expectations of young people regarding social activism, artistic appreciation, and social media availability. These three ways youth culture has intersected with fashion show the overall importance of adapting for brands. Fashion is an ever-changing and growing industry, swayed by many influences, including Gen Z, who makes a lot of the buying decisions in fashion right now. Brands need to adapt, or they will be left behind.