Welcome back! In the Northern Hemisphere, the days are getting shorter. Warding off winter blues is my version of doomsday prepping—and maybe a reason Gen Z loves funky fashion?
Gen Z fashion is famous for its bright pops of color: glittery-eye looks, neon accessories, and vivid, drapey workwear. Self-expression has become more important than fitting in—and some say these excitingly eye-searing palettes can even help ward off the winter blues (seasonal depression—you can wear blue in winter if you’d like).
The idea of “dressing for success” is nothing new, but the measure of success may be changing; it’s no longer simply conforming to a professional standard or representing your company. Gen Zers are also seeking comfort, both physical and mental.
Tech offices have long been hoodie-wearer refuges, and the pandemic helped catalyze a refocus for everyone onto the work itself, rather than the workwear (or the where). Casual clothes can now be spotted in many more offices, a nice change when you spend a third of your life during your employable years at work—as noted in a new McKinsey Health Institute article by MHI co-leaders Jacqueline Brassey, Erica Coe, Barbara Jeffery, and coauthors. Gen Zers have taken both to athleisure and making dress codes their own, often blending traditional elements of business professional with funkier shoes or head-to-toe neon.
Wearing what you like—whether that’s orange sneakers or an Olivia Pope-esque (from the American TV show Scandal) wool power suit—to make you feel better is sticking around.
Suiting Gen Z tastes
We definitely love clothes (fashion is our No. 1 entertainment purchase, above dining, video games, and music), but we’ve been veering away from the “rules” of style for a long time. The rise of fast-fashion behemoths that churn out endless looks—Shein debuts more than 6,000 new items per day—has accelerated that shift, allowing Gen Z to change their look to fit, or create, their mood.
We buy with feelings in mind as well; more than any other generation, we take it personally that the brands we patronize reflect our social values. Tastes for unusual hues might also stem from the premium Gen Z puts on uniqueness—from luxury houses to the thrift store.
(There’s a growing market for the in-betweeners, too. “Masstige,” or mass-produced goods of slightly higher quality, is gaining ground with Gen Zers willing to splurge.)
Part of a mood-boosting strategy?
While some Gen Zers don neons for bright spirits, others dress in the hope of boosting their energy—winter is coming in the Northern Hemisphere, and seasonal affective disorder (SAD) affects millions of people worldwide. Statistics vary with proximity to the equator, but an estimated 2 to 8 percent of Europeans suffer from disrupted circadian rhythms from lack of sun each year. |
