YPulse has said many times before that young consumers don’t just follow trends—they make them. YPulse’s Fashion Preferences and Style report shows that most young gens believe they themselves and their generation are the ones creating new fashion trends, even more than influencers and brands. They’re the ones making new brands must-haves, deciding which micro-aesthetics actually take off, and pushing styles from niche to mainstream in a matter of weeks. So, if brands want to be part of the next big style wave—especially ones with staying power—they need to understand what Gen Z feels is trending. In YPulse’s Fashion Preferences and Style survey, we asked 13-39-year-olds what they think the biggest fashion trend of the year has been so far and why as an open-end question.* This lets them name anything they’ve noticed online or among peers, not just what brands are trying to manufacture. Our data shows the trends they named are tied directly to some of the most explosive products and cultural moments of the year: Denim dominated,...
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