Gen Zs who “can’t afford real life yet” are into an “ironic brand aesthetic.” According to retail data analytics company Edited, a new subgroup of Gen Z consumers are projected to heavily influence the fashion industry. “Carly” (i.e. those who “can’t afford real life yet”) has yet to gain spending power due to their young age, but love memes and believe they have the power to “make change.” They tend to gravitate toward brands with “tribe-like” followings like Kith, Madhappy, Parade, and Starface, and expect ethical transparency from them. They’re also very into bold, cheerful colors and the “ugly” aesthetic. Carly joins the ranks of other Gen Z subgroups like VSCO girls and the Cottagecore crowd. (Sourcing Journal)
