NEW GEN Z 101: Unlock & Outlast Microtrends

WE Fits For The Feed Trend Report

Jul 29 2022

Social media has fundamentally changed the fashion industry as young Europeans use their feeds to express their style, spark new fashion trends and drive viral styles into the mainstream. Now, fashion has been democratized, and these gens say it’s individuals like them that are writing today’s fashion rules—and brands need to follow their lead. But with new trends like #Cottagecore #DarkAcademia and #Angelcore popping up and going viral seemingly every week, what are the expectations for brands to keep up? And, even more importantly, are young Europeans really taking these FYP styles IRL?

YPulse’s research looks at the impacts of viral fashion on young European’ online and offline style and found that they’re very different. Young consumers are getting dressed up for the feed while casual and comfort rule their everyday. So, what do brands need to know about these two style extremes?

Download the full report for insights on:

  • How Gen Z and Millennials are dressing for their social media pages vs in-person
  • The fashion trend young Europeans are most interested in participating in
  • What young consumers want from fashion brands
  • Spotlight pages with analysis on the influence of social media on fashion expression for specific demographic group

Report length: 43 page

Based on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Spain and Italy, fielded May 2022

Additional survey content for Pro users: How Gen Z and Millennials describe their personal style and how much effort they put into it, what styling activities they participate in, and how COVID has impacted their fashion style and activity

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Country, Urban/Rural Status, LGBTQ+, and Parent


You might also like...

Western Europe
3 Stats Show How Social Media is Influencing Young Europeans’ Style
Social media dominates young Europeans’ fashion behaviors and choices—and is changi...
North America
3 #Cores Proving Gen Z and Millennials Are In Charge of Style
Social media is creating fashion trends, making all style feel like a #core or #aes...
Western Europe
WE Fashion Preferences and Style Report
Each week seems to bring another viral look to their feeds, but young consumers tell YP...