Gen Z is interested in sustainable fashion, it’s not a secret. Thrifting vintage clothing is a great way to help the environment. Apps and retailers make it easy to shop secondhand. You’ll also feel great when you own something that few others have. Zendaya and Olivia Rodrigo often use ’90s or Y2K archive photos to create the most popular style moments shared on social media. If you’re not sure where to begin, it can be difficult to create your own vintage style.
This research can help you decide whether to buy vintage clothing or new. Liyia, the Founder and CEO at ShopShops, combed through shopping data in order to uncover which vintage clothing brands and fashion trends were most popular among Gen Z. She points out that Gen-Z loves investment bags.
Why is vintage fashion so popular among Zoomers? Wu told POPSUGAR that Gen Z was drawn to the nostalgia and history of certain designers, collections and trends. The fact that these items are more expensive and harder to find makes them feel more valuable and special. They can be shared or discussed with their closest communities via social media. Wu says that the eras which inspire their fashion choices also play a significant role. For the youth of the 1990s, the social media was not yet a thing and their personal style was heavily influenced by magazines and TV shows. Collecting vintage and previous collection pieces today is a part of building and investing in a truly personal and individual wardrobe.
Vintage Clothing Online
Darrel Hunter
ShopShops is not the only retailer that makes it easy to find vintage clothes online. Poshmark and What Goes Around comes Around as well as The RealReal also make it possible. Wu also says that Gen Z shoppers find the shopping experience exciting and rewarding. She says that it becomes a treasure-hunt, whether you’re looking for a Miu Miu bag from the mid-aughts or a ’70s Bonnie Cashin Coach handbag. Other digital secondhand markets, such as Poshmark or The RealReal are also seeing an increase in Gen Z traffic based on the timelessness or provenance some of these rare pre-loved and vintage luxury items.
Vintage Clothing Brands
Darrel Hunter
Gen Z is still drawn to vintage clothing brands like Louis Vuitton, Chanel and buzzy names such as Loewe. Wu says that Louis Vuitton and Chanel are always popular, as well as Fendi and Gucci. While those are the most coveted, Prada, YSL and Loewe have also gained popularity. We always pay attention to the number of product clicks and how much time our customers spend on site.
ShopShops keeps an eye out for global brands that are gaining in popularity. We also pay attention to international fashion brands that are popular in markets such as the EU, Korea or Japan, as well brands like Rick Owens Margiela Sacai Moncler and The North Face.
Vintage Bags Designer
Darrel Hunter
Gen Z is the most popular group to buy vintage bags, especially designer styles. Wu says that classic Coach bags are on the rise. The Louis Vuitton Speedy bag and the classic Chanel calfskin clamskin flap bags have been the most popular. There’s also a big trend for shoulder bags like the Louis Vuitton Monogram Pochette or Louis Vuitton Neverfull.”
“Prada Re-Edition Re-Nylon Bags continue to be popular, probably because of their utility-driven nature and classic design. They are not fussy at all but very practical. These pieces are good investments that gain value over time. It’s important to get one of these historical handbags, which will gain value as you use them. “Disposable fashion definitely isn’t part of this mind-set.”
Vintage Fashion Trends
Darrel Hunter
Gen Z has recently shown a particular interest in Y2K fashion and ’90s trends. Shoulder bags, which take inspiration from “Friends” and “Sex and the City”, are particularly popular. Indie sleaze, quiet luxury, and viral moments like Sofia Richie’s wedding in high fashion or Princess Diana’s old money wardrobe are all popular aesthetics. Wu says that trends like old money, indie sleaze and Y2K, are in high demand. This is evident in their buying power and the items they buy.
It’s impossible to underestimate the impact of TikTok or TV shows on these emerging trends. Wu says that TikTok has a direct impact on the buying and interest of our users. “During the pandemic of the Zika virus, Gen Z came together through nostalgia on social media. This was especially true for TikTok. The new trends were reminiscent of shows such as “Sex and the City,” and “Friends.” These items from the ’90s are now making a return. “The Fendi baguette was a good example of a product that attracted high searches for two to three weeks but then faded away quickly.”
