Maximalism is Gen Z’s fashion manifesto. In 2026, quiet luxury fades, and brands must embrace bold style or risk being left behind
Gen Z doesn’t dress to look rich; they dress to look more. That’s why maximalism is set to become fashion’s new standard in 2026. The era of quiet luxury has faded into the background, replaced by the bold, visual energy of a generation that refuses to blend in. With rising cultural capital and growing spending power, Gen Z is no longer just a market segment; they’re the ones setting the rules.
Why Fashion in 2026 Belongs to Gen Z
Once seen as the scrappy TikTok teens remixing vintage with various -core aesthetics, they’ve come of age, gained financial influence, and in turn brought a new set of expectations to the industry.
Brands are now under pressure to let go of muted minimalism and adopt not only a more sustainable approach—this generation is deeply invested in ethics, after all—but also a louder, more layered, and unapologetically expressive vision of style. The alternative? Irrelevance.
What Young Consumers Really Want from Fashion Brands in 2026
It’s a matter of fact: Gen Z is pushing the fashion industry into bolder territory. They demand sustainability from emerging designers and greater accountability from the cult runway brands they grew up idolising, all while continuing to shop consciously on resale platforms like Vinted and Vestiaire Collective.
However, Gen Z isn’t just asking the system to become sustainable; they’re also insisting on an evolution in aesthetics that aligns with their visual codes. So, what exactly do they want? From chaotic layering to clashing patterns, Gen Z is rewriting the fashion rules. Spoiler alert: minimalism hasn’t made the cut.
Forget capsule wardrobes and muted tones. The Gen Z moodboard is loud, ironic, nostalgic, and deeply rooted in online culture. It’s Cyber Y2K meets clowncore, with a sprinkle of eco-activism and subcultural aesthetics. It’s dressing like a character from a 2007 anime forum while sipping an £18 matcha in a Depop-sourced Baby Phat tee. It’s all about the vibe—authentic, expressive, sometimes chaotic, but always intentional. In other words, the mood is more.
View this post on Instagram
Resale platforms like Vinted or Vestiare Collective with their broad selection of vintage pieces perfectly match Gen Z desire to experiment and combine aesthethic codes
How Fashion Brands Are Targeting and Failing Gen Z
Fashion brands have long sought to attract Gen Z by leveraging their musical idols—from K-pop sensations to hyperpop stars—as brand ambassadors, or by releasing rapid-fire capsule drops tailored to the micro-trends these digital natives promote at algorithmic speed. Everything that goes viral on TikTok under the -core suffix—from balletcore to blokecore—has been quickly commodified.
But this strategy has largely focused on staying relevant in the moment without making any lasting changes to the brands’ core aesthetics or values. Instead, they’ve opted for surface-level engagement, launching micro-collections aimed more at capitalising on trends than connecting with their audience.
View this post on Instagram
Prada has involved Gen Z idols as brand testimonials in the last seasons. Among them: UK rapper Stormzy and Italian singer Mahmood
In their pursuit of immediacy, the industry has often underestimated Gen Z’s long-term influence, boxing them in as fleeting trend-hoppers rather than acknowledging their potential to reshape the system.
The reality in 2026? This generation has evolved into full-scale fashion power players—not just as consumers, but also as curators, designers, and disruptors. With a global spending power hovering around $400 billion—and projections suggesting it could exceed £10 trillion in the next decade—brands are no longer questioning whether they should rethink their broader offering; they’re urgently asking how to do so.
Style Trends Gen Z Is Using to Break the Fashion Mold
One thing is clear: Gen Z doesn’t buy fashion the way previous generations did. They’re not interested in prestige logos or classic silhouettes, unless they can flip the script. What they crave is story, irony, and identity.
For them, fashion isn’t about fitting in; it’s about standing out in a sea of sameness. Think mismatched earrings, thrifted Moschino jackets, custom platform Crocs, and 3D-printed accessories inspired by AI art. They have little tolerance for uniformity—if something becomes too mainstream, it’s already dead to them.
What Gen Z Prioritises: Sustainability and Personalised Fashion
“Gen Z doesn’t dress to look rich,” says Milan-based trend researcher Alina Moreno. “They dress to look rare.” And in 2026, rarity isn’t defined by price; it’s about personalisation.
DIY culture is thriving, with teens upcycling old clothes, hand-painting denim, and turning grandma’s curtains into streetwear gold.
Platforms like TikTok Shop and Instagram Threads have become digital thrift malls where creators sell curated drops and one-of-a-kind pieces at a faster pace than any legacy brand could dream of.
This generation is also deeply self-aware, blending irony and authenticity in a way that feels fresh and even subversive. They might pair a £2 vintage tee with £700 Miu Miu ballet flats because that contrast is the point. They can laugh at themselves while serving a look. Their references are lightning-fast and layered: one outfit might nod to ‘90s Harajuku, Paris Hilton’s 2005 red carpet appearance, and a viral Tumblr post from 2013—all at once. It’s chaotic, clever, and quintessentially Gen Z.
Brands that want a piece of this pie are learning the hard way: adapt or get archived. It’s no longer enough to slap “sustainable” on a label or do a token TikTok collab. Gen Z can see through these façades. They demand transparency, inclusivity, and good vibes—and they’ll cancel a brand in seconds if those boxes aren’t ticked. As a result, legacy houses are scrambling to collaborate with indie designers, underground influencers, and digital artists just to stay relevant.
Genderless and Political Fashion: The New Manifesto for Self-Expression
Another key driver of the Gen Z fashion takeover? Genderless expression. For this cohort, clothes don’t come with gender tags. They’re fluid, experimental, and open to play.
“We dress how we feel,” says a 22-year-old fashion student and TikTok stylist. “If that means a corset over cargo pants with jelly shoes and a cowboy hat, then that’s what it means. Style is mood-driven, not gendered.”
And it’s not just about aesthetics. Gen Z is using fashion as a medium for political and social storytelling. Whether it’s hand-painted protest jackets, slogans printed across garments as acts of solidarity, or clothing embedded with climate data, this generation transforms what they wear into a platform for expression. Outfits become visual manifestos worn in plain sight.
They dress to express, to provoke, to advocate. Fashion is their megaphone—and it’s turned all the way up.
How Gen Z Is Creating the Future of Fashion
As we move further into 2026, one thing is certain: Gen Z isn’t just influencing fashion; they are fashion. They’ve blurred the lines between online and offline, between DIY and luxury, between past and future. Rather than waiting for trends to trickle down, they’re actively manifesting them in real time.
So if you’re still clinging to your beige trench and white Stan Smiths, don’t panic—but do get ready. The future of fashion is loud, layered, and led by a generation that proudly wears its personality on its sleeve—quite literally.
And if you’re a fashion brand still playing it safe? It’s time to turn up the volume, or risk getting tuned out. In 2026, the mood is more, and Gen Z is the main character.
Emily Meng Chieh Chou
Fashion Management, Digital Communication and Media student, Milano
A version of this article originally appeared on Oltre L’Abito, an editorial project created by students from Istituto Marangoni’s Fashion Management, Digital Communication and Media programme: Kaja Rusin (Editor-in-Chief), Ane Cevasco (Fashion Director), Emily Meng Chieh Chou (Art Director), and Greta Sannino (Fashion Editor).