Product strategist helping brands like Urban Outfitters, Miu Miu, Loewe & Acne Studios shape what’s next. I read culture, spot shifts, and turn them into future products, stories & experiences. Ask me anything on trends, branding, or product vision 👀

Victoria Diaz

Hi babe, thanks for your question.

Gen-Z is far the hardest to decode for brands in all industries (from food to fashion) but I guess we need time to understand that this Gen is highly fragmented and their interests are more of the virtual realm than previous generations.

Tips are:

make it interactive.

make it gender fluid

make it fun/humorous, glossy, musical, quirky

make it nostalgic, bring past but specific aestetics.

 Also:

Take note of the emerging design talent showcased at AI Fashion Week this season, this will help you to explore new ways to engage with Gen Z audiences through gaming and interactive experiences:

@Carolthekitty

3D artist @Carolthekitty collaborated with 1/1 jewellery magazine to create a striking digital visual that featured #MetalHardware and diamanté chainmail.

Masha Popova

Masha Popova (UK) has partnered with creative agency VOID MAIN (London) to produce an interactive digital showroom experience that coincides with the launch of its S/S 24 collection. Engaging web design is becoming increasingly important to build customer relationships.

Paolina Russo x Roblox

The latest brand to enter the Roblox sphere is Paolina Russo (UK); together with SKNUPS its created digital wearables of its A/W 23 collection. Designers are leveraging gaming to reach new audiences.

@Videredesignlab

Season two of AI Fashion Week sees a host of exciting entrants, including Yemi Faleti. His collection of #ElevatedUtility pieces draws inspiration from #NaturesTexture, featured as prints and graphics and replicated through knitted surface textures.

Some extra need-to-know:

Podcast by and for Gen Z'ers

From the podcast space I highly recommend you to listen to Emma Chamberlain's podcast Anything Goes (she's by far my fav Gen-Z'er)

Piet x Oakley

Paying homage to Brazilian subcultures, streetwear brand Piet has collaborated with Oakley. The collection features apparel, accessories and footwear including archival pieces and will launch at a special pop-up in São Paulo.

J.L - A.L x Soundsports

To promote their collaborative clothing range, British designer JL-A.L teamed up with DJ label Sound Sports (Japan) to throw a series of parties and pop-ups in Tokyo, Seoul and London. Each city will have its own limited-edition colourway.

Brand to watch: Rosela

New York-based brand Rosela creates #Handcrafted sculptural jewellery using aluminium silver and clay. Its designs are inspired by the abstract forms found in nature and reimaginated in the digital realm.

Another advice on how to keep track of Gen-Z interests is to follow the most trendy hastags on TikTok , like for example r n the most popular is #nostalgia or #NoughtiesNostalgia:

Babe, I hope I answered a little of your question. Add some extra question if some more specific guidance is needed.

Remember: I'm here to share, sooo write me any time.

Love,

Victoria

Gen-Z is far the hardest to decode for brands in all industries (from food to fashion) but I guess we need time to understand that this Gen is highly fragmented and their interests are more of the virtual realm than previous generations.

make it fun/humorous, glossy, musical, quirky

make it nostalgic, bring past but specific aestetics.

Take note of the emerging design talent showcased at AI Fashion Week this season, this will help you to explore new ways to engage with Gen Z audiences through gaming and interactive experiences:

3D artist @Carolthekitty collaborated with 

 to create a striking digital visual that featured 

Masha Popova (UK) has partnered with creative agency VOID MAIN (London) to produce an interactive digital showroom experience that coincides with the launch of its S/S 24 collection. Engaging 

 is becoming increasingly important to build customer relationships.

The latest brand to enter the Roblox sphere is Paolina Russo (UK); together with SKNUPS its created digital wearables of its A/W 23 collection. Designers are leveraging 

 sees a host of exciting entrants, including Yemi Faleti. His collection of 

, featured as prints and graphics and replicated through knitted surface textures.

From the podcast space I highly recommend you to listen to Emma Chamberlain's podcast 

Paying homage to Brazilian subcultures, streetwear brand Piet has collaborated with Oakley. The collection features apparel, accessories and footwear including archival pieces and will launch at a special pop-up in São Paulo.

To promote their collaborative clothing range, British designer 

 teamed up with DJ label Sound Sports (Japan) to throw a series of parties and pop-ups in Tokyo, Seoul and London. Each city will have its own limited-edition colourway.

 sculptural jewellery using aluminium silver and clay. Its designs are inspired by the abstract forms found in nature and reimaginated in the digital realm.

Another advice on how to keep track of Gen-Z interests is to follow the most trendy hastags on TikTok , like for example r n the most popular is #nostalgia or #NoughtiesNostalgia:

Babe, I hope I answered a little of your question. Add some extra question if some more specific guidance is needed.

Remember: I'm here to share, sooo write me any time.

One word caught my attention—I'm talking about 'Gen Z.' Maybe you have recommendations on where I can look to see how commercials are going to look, especially when targeting this generation. Or perhaps you have tips on how to understand and where to look if you want to know the habits, in order to create a brand specifically related to this generation, especially in virtual space. Any tips are really valuable to me, and thank you for the newsletter, it is really something <3

Victoria Diaz

Is Gen-Z the weirdest or what?

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