What does fashion mean to a generation that values comfort over couture? For Gen Z and Millennials, style isn’t all about chasing trends—it’s about feeling comfortable and effortless. While many think their sense of style is unique, their actual wardrobes are built on basics, neutral tones, and minimalist staples that make getting dressed simple but intentional. They want to look good without appearing like they’re trying too hard, even as social media reinforces the styles they already love.
YPulse’s 2025 Fashion Preferences and Style report explores how young consumers view fashion trends now, how they describe their own style, and what kind of clothes and brands they’re interested in most.
Report length: 21 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded September 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in September 2025
