There is currently a divide between Millennials (born 1981-1996) and Gen Z (1997-2012) when it comes to fashion. What the two generations favour vastly differs – as seen in everything, from sock length to the fit of pants, footwear choices and more. There is the argument that broke out on TikTok about how only Millennials wear ankle socks (as opposed to crew, for Gen Z), making them look old and outdated.
With the “losercore” trend, youths celebrate styles from the 1990s – but negatively dubbing them as “unflattering pieces” (Millennials responded by saying that they feel personally attacked). War of words aside, what drives the the Gen Z style identity is perhaps their need for freedom when dressing up. “What’s cool about our generation is how diverse fashion can be,” says 22-year-old Malaysian, Glydale Goh.
“We should be comfortable and confident in how we choose to carry ourselves. For me, I always like wearing cropped tops and mini skirts.” Malaysian Gen Z fashion lovers are focused on dressing the way they like, and they don't feel the pressure to follow trends.
Photo: Glydale Goh Goh, who hails from Sarawak, but is currently based in Kuala Lumpur, points out that every generation has their own distinct style. She believes the current social media narrative that pits Millennials against Gen Z is not warranted. “People will always find something to argue about and disagree on, especially in this day and age.
Of course there are gaps between generations, and of course the older generations won’t fully grasp the younger generations. We are all unique and beautiful in our own way,” Goh says. “I think whatever stigmas or preconceived notions about fashion these days are just exaggerated because of how connected we all are online.
” For her, it is about being able to dress the way she wants, no matter the design or price tag. “There are no brands or labels that define style, but rather how you piece your outfit together,” Goh stresses. “The RM5 top from a thrift store might suit you better than a RM500 designer top.
People need to remember that branded does not mean style, and expensive does not mean good.” Read more: Crew or ankle? A sock war is afoot between Millennials and Gen Z Designing for a younger mindset Fashion brands are also trying to figure out the specific aesthetics that would better appeal to Gen Z or Millennial customers. “Gen Z fashion is diverse and experimental.
It’s usually driven by a mix of personal expression and a desire for sustainability,” explains designer Alice Jane Chang, who is known in the local scene as just A-Jane. “They enjoy customising their clothing or creating DIY projects to add a personal touch and flair to help them stand out from the crowd.” Chang goes on to say that a typical Gen Z wears crop tops, super low-rise denim, elastic waist light and bulky pants, super mini skirt or super long pants, paired with colourful sunglasses and chunky shoes.
“Most of them are fascinated by retro styles, incorporating nostalgic elements, but in a uniquely contemporary way.” Chang’s namesake label is recognised for having a Gen Z vibe. She says that the youths are bold, experimental and expressive, while the other generations are more conservative about taking fashion to another level.
“The trends for Gen Z are driven by rapid digital trends,” she points out. “Millennial fashion reflects a blend of classic, minimalist designs with a growing emphasis on quality and ethical consumption influenced by the early days of social media.” Chang, 44, adds that it can be a challenge to design for a different age group.
She however sees it as a unique opportunity to gain a new perspective. The Gen Z aesthetic is more about being unique rather than following a set of trends. Photo: A-Jane “To me, it is using the difference to drive innovation, and force myself to adopt unique twists to my clothes,” she explains.
“It’s really about understanding what makes them tick, and using those fundamentals as a starting point, but then intertwining that with the concepts of my A-Jane label.” Read more: For millennials not knowing what to wear, here's fashion advice from Gen Zs Shift in marketing strategies On the business aspect of things, brands have also been forced to pivot and start courting the Gen Z fashion crowd. According to market research company Euromonitor International, generations Z and Alpha (2013-present) will account for 45% of the global population by 2030.
Shoppers from this younger segment will eventually be the largest target for luxury and fashion brands – and thus, cannot be ignored. Luxury fashion houses like Dior, Gucci and Louis Vuitton are already collaborating with younger labels, as well as introducing newer product categories like sneakers and streetwear. “Gen Z values the immediacy of fashion and personalisation, using clothing as a means of self-expression,” says Richard Tang, CEO of international business for Urban Revivo.
“Consequently, we focus on offering personalised services and quickly responding to trends to meet their needs.” Urban Revivo recently opened its first flagship store in the heart of Kuala Lumpur. This brand from China is deemed as a “luxury fast fashion label”.
It currently has over 400 stores in China, Singapore, Thailand and the Philippines, with sights set on fashion capitals like New York City and London. Tang says that Urban Revivo’s target demographic is broad and inclusive, including both Millennials and Gen Z. As younger consumers have a more rapid change in tastes due to social media consumption, the brand takes specific steps to keep ahead of the curve.
“We have a leading creative design team that continuously studies and forecasts fashion trends,” Tang reveals. “At the same time, we rely on advanced digital intelligence technology and our 200-person IT team to quickly analyse and respond to market trends, launching new products that meet customer needs. Notably, we have just established a design centre in London.
” Regarding Malaysia’s fashion market, he says that it has both youthful characteristics and a demand for maturity. “An increasing number of young people in the country are seeking fashionable and personalised clothing. We discovered many stylish and expressive young individuals with a strong fashion sense and purchasing power,” Tang concludes.
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