GEN-Z AND THE NEW FACE OF LUXURY
A recent campaign by SUM featuring Gen Z brands Aries and Feng Chen Wang
This month saw the launch of a new Business of Fashion report: ‘Gen-Z and Fashion in the Age of Realism’.
It has all the hallmarks of an insightful, well-researched report that highlights the huge purchasing power of the huge 12 to 25 age group, the significance of fashion to them, and the impact of having been digitally native for as long as they can remember.
Most notably, the report highlights their pragmatic ‘realism’, having spent their formative years in the shadow of Me-Too, Black Lives Matter and Covid-19.
20 or so brands are covered, including the likes of Nike, Adidas, H&M, Zara, Levi’s, and American Eagle; by and large, these are mainstream high-street brands.
At SUM we thought to add an additional perspective to the discussion that’s about diving deeper into the more upscale, luxury segment of the Gen-Z consumer base.
Indeed, we’ve been witnessing, first-hand, the emergence of a new form of luxury that’s being shaped by Gen-Z, and it’s enabling the consumer to define herself in a much more individual way.
She is a lot more eclectic, conscious, and experimental, and wants to discover next-gen designers and brands from unexpected origins, not just from the world’s established fashion capitals.
For her, the very notion of luxury has evolved immensely from her parent’s generation. Where luxury had traditionally been rooted in formality and ostentation, for her it is now informal and relaxed, and the way she engages with it to define her status is done in much more nuanced ways. At its core, this mindset is rooted in a style statement that’s curated, personal, and dressed-down.
At SUM we’ve been working on the launch of Fabric of Society, a multi-brand luxury eRetailer that celebrates the most exciting streetwear-influenced labels with an easy-to-wear, understated aesthetic.
Read the Fabric of Society case study here.
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Gen-Z is reshaping luxury through individuality and authenticity. They value originality, sustainability, and emotional connection over status. SUM’s Fashion Branding work helps brands translate these values into distinctive identity systems that feel relevant yet timeless.
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This generation expects transparency, inclusivity, and a sense of purpose. They are fluent in digital culture but quick to identify superficiality. Our Luxury Brand Strategy framework ensures that brand purpose, design, and communication align with Gen-Z’s mindset.
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By modernising codes, not abandoning them. The key is to evolve language, styling, and digital expression while maintaining the core values that define the brand. SUM’s Fashion Branding approach bridges heritage with contemporary relevance.
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We combine cultural insight with brand strategy to craft identities that resonate globally but feel personal. From digital expression to visual storytelling, SUM builds fashion brands that connect with Gen-Z on meaning, not just aesthetics. Explore our Luxury Branding perspective.
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