Gen Z Is Buying Stories
Written by Kevin Marsden (IG @kevinmarsden_)
Luxury has always been synonymous with aspiration, exclusivity, and status. But for Gen Z, the generation that will drive global consumption over the next 20 years, those formulas no longer work. Born between 1997 and 2012, these young consumers grew up with social media, unlimited access to information, and a global awareness that completely reshapes how they connect with brands.
Pharrell Williams at New York 2022. (Rebecca Smeyne/NYT. Redux. REA)
Today, a stitched-on logo isn’t enough. For Gen Z, luxury has to be authentic, transparent, and even entertaining. They want to know who makes their clothes, what materials are being used, and what values the brand stands for. The boom in vintage and resale captures this perfectly: pieces with history and craftsmanship feel far more desirable than a seasonal drop with an inflated price tag. According to The RealReal’s 2024 Resale Report, brands like Prada top Gen Z searches not only for their Y2K and retro aesthetic, but because younger shoppers factor in resale value before they buy. Chanel still holds strong thanks to its legacy and timeless models like the “Mini-22 Hobo,” while Louis Vuitton has been revitalized under Pharrell Williams and young ambassadors like Stray Kids’ Felix. Meanwhile, labels such as Loewe, Miu Miu, and Thom Browne are winning Gen Z over with less logo-heavy, street-style-infused pieces that feel both accessible and relevant to digital culture.
Bad Bunny at Paris Vogue World 2024 / Courtesy
Traditional maisons with imposing stores and distant sales staff are losing ground to smaller retailers that create a warmer, community-driven atmosphere. Take Printemps Haussmann in Paris, where hospitality and storytelling are front and center, giving young shoppers insight into craft and process instead of just a hefty price tag. To connect with this generation, brands are leaning into nostalgia with 2000s reissues, limited drops, unexpected collaborations, and a more substantial presence on TikTok, Reels, and creator-led campaigns. Prada, for example, has embraced sports collabs and digital activations that invite users to participate. At the same time, resale itself has evolved into a symbol of sustainability and personal curation, rather than just a cheaper alternative.
Youth culture meets heritage in Gucci’s latest vision
This cultural shift is embodied by the faces redefining luxury today. Bad Bunny doesn’t just fill stadiums; he’s rewriting the rules on runways. His collaborations with Burberry and Jacquemus, and front-row appearances at Dior and Gucci, show how an urban artist can expand masculinity in fashion by wearing skirts, sheer fabrics, and bold colors that echo Gen Z’s embrace of fluidity. Timothée Chalamet, often seen in Cartier or Louis Vuitton, represents Hollywood’s new experimental aesthetic: shirtless suits, sequins, pastel tones, and looks that dismantle rigid menswear codes.
Timothée Chalamet wearing Cartier’s Ballon Bleu with a pink dial and pink leather strap.| Photo Gerald Matzka/Getty Images
The same reinvention is happening globally. Spanish star Rosalía, as Dior’s global ambassador, brings creative power and cultural authenticity to the luxury conversation. In Asia, Lisa from Blackpink (Céline, Bulgari, Louis Vuitton) and Japan’s Ren Meguro (Fendi) serve as connectors between luxury houses and vast global communities. In France, Aya Nakamura has become a Lancôme ambassador, demonstrating that heritage brands are embracing diverse, youthful voices to remain relevant.
None of this is accidental. Gen Z already makes up a significant slice of the luxury market, and by 2030, they’re expectedto outspend Millennials. The message is clear: Gen Z buys stories, values, and experiences. And in that narrative, luxury has to reinvent itself if it wants to remain truly timeless.