Gen Z grown up in a period when humanity's awareness to sustainability and our impact on the planet become increasingly popular.
They make an eco-friendly purchase, prefer products from ethical brands, and even use social media for activism, and educate their followers for natural and responsible lifestyle. Those ethical values leaded Gen Z to take into account the prioritizing for animal welfare too, and fight against animals' cruelty.
However, staying conscios can cost in delayed gratification when rejecting fast fashion and creating a fahionable ecological capsule wardrobe only. We, the creative directors and designers, must give them more than that, more than basic timeless items. we have to think bigger, seasonal but durable. Better for the planet, but fashionable.
Gen Z want Instagramable fashion.
Instagram and social media is not only about looking good and attractive anymore, it is about self expression and leading content. They are looking for value, more than nice pictures to share. For this reason, The Eco-Fashion Makeover project will place sustainble fashion labels higher, and will make Gen Z to be loyal, to trust and appriciate ecological fashion.