– By Umashan Naidoo

Fashion has always mirrored the changing times, evolving with the pulse of culture and society. However, with Gen Z leading the charge, the landscape has transformed in exciting and unprecedented ways. This generation’s approach to style is refreshingly bold, experimental, and unapologetically individualistic—far from the traditional norms that once defined fashion. Unafraid to break the rules, Gen Z champions authenticity, embraces uniqueness and views fashion as a powerful form of self-expression. In doing so, they are reshaping the industry from the inside out. 

What sets Gen Z apart is their ability to blend the old with the new. While they find inspiration in the iconic styles of the ’80s, ’90s, and early 2000s, they never settle for simple imitation. Instead, they reimagine the past, adding modern twists and crafting looks that are distinctly their own. This creative fusion of nostalgia and innovation feels both familiar and forward-thinking, making their influence on fashion undeniable. 

Retailers need to ensure that their fashion curation stays ahead of these trends while remaining thoughtfully tailored to our Indian audience. Understanding Gen Z’s powerful influence on fashion, as apparel brands we must aim to offer collections that not only honour iconic styles but also empower consumers to express their personal identity. By blending nostalgic elements with a fresh, modern perspective, the curation must reflect the ever-changing fashion landscape. This approach ensures that the offerings are culturally relevant while keeping pace with the bold and forward-thinking spirit of today’s youth. 

In addition to curating fashion that speaks to Gen Z, one must recognize the importance of creating an experience that transcends age and demographic barriers. Regardless of age, the Indian consumer craves an experience that seamlessly combines online and offline elements, offering both convenience and excitement. To meet these needs, it’s time for brands to become more experiential, stores must now adapt to being more than just shopping destinations—they are environments that provide an elevated, immersive retail journey that offers a seamless, fuss-free experience.  

Simultaneously, the e-commerce platform must extend this experience beyond physical stores, mirroring the effortless in-store journey. Whether customers shop online, on the app, or in stores, they should encounter a cohesive, omnichannel offering that bridges the digital and physical realms. Products available in-store are instantly accessible online, ensuring consistency across all platforms.  

Fashion, by its very nature, is cyclical. It constantly draws from the past, blending it with present-day innovations to create something new. This trend is especially evident in Gen Z, a generation drawn to the craftsmanship and iconic designs of previous decades. By reimagining nostalgic styles through a modern lens, they merge the past and present, creating fashion that is uniquely their own. As apparel retailers, brands must aim to stay at the forefront of this movement, ensuring that the collections not only capture nostalgia but also push the boundaries of creativity and self-expression. 

We must strive to offer more than just fashion, rather create an experience that is effortless, joyful, and inspiring. Fashion should empower people, helping them embrace their sense of style with confidence. 

While GenZ’s have been in the forefront of style – age is merely a state of mind. While the creativity and energy of youth are celebrated, today, people of all ages want to feel confident and express themselves through their style. In today’s fast-paced fashion world, customers may not always know what they are looking for, and that’s where we come in. Brands must create safe and inspiring spaces—both online and offline—where customers can explore, discover, and find fashion that feels both aspirational and attainable.  

In this dynamic landscape, fashion retailers have an opportunity to redefine how we connect with consumers across generations. By curating collections that inspire creativity and embracing experiential retail, brands can empower every individual to express their unique style with confidence.  

(The author is Head – Customer & Beauty at Westside)