Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Retail

BoF Insights | Gen-Z and Fashion in the Age of Realism

Find out what makes Gen-Zers so unique and crucial to the fashion industry in the latest BoF Insights report. Co-created with Gen-Zers as well as a host of fashion and social media experts, we unpack what this generation expects from fashion today, and tomorrow.
BoF Insights | Gen-Z and Fashion in the Age of Realism
BoF Insights | Gen-Z and Fashion in the Age of Realism
By
Loading...

“What are the kids wearing these days?” is the perennial question fashion forecasters ask. The fashion industry, often out of necessity, is obsessed with chasing youth, especially as young consumers enter the workforce, inform new styles and shift buying behaviours.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Loading...
About the authors
Benjamin Schneider
Benjamin Schneider

Benjamin Schneider is the Senior Research Lead at the Business of Fashion (BoF). He is based in New York City as part of BoF’s Insights team, which arms fashion and luxury executives with proprietary business intelligence.

Diana Lee
Diana Lee

Diana Lee is the Director of Research & Analysis at The Business of Fashion. She is based in London and oversees the content strategy and roadmap for BoF Insights.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.