Digital savvy, eco-conscious, and very demanding. When it comes to fashion and shopping, the youngest generation knows what they want. Small businesses are struggling with Gen Z.

De-influencing: the trend taking social media by storm is a real countermovement. If social media were your go-to place for shopping recommendations, now you will see the other way around but what does it really mean?

Gen Z has a clear idea of everything, true beliefs and strong commitments. Unsurprisingly, the youngest generation does not take its beauty routine that lightly either.

With COP 27 currently taking place and the environmental matter being even more under our attention, there is still much confusion around which brand is really sustainable according to the younger consumers, Gen Zers.

Gen Z could be the most conscious generation ever met so far but zoomers like to spend more than others, maybe too much. Is all that glitters gold?

As much as Millennials and Gen Z like to proclaim their uniqueness, they are just like the previous generations that are so sure they have got it all figured out.

Have you been binge-watching a series and felt the instant urge to revamp your wardrobe or look through secondhand stalls for '80s outfits? No worries: TV series are influencing your fashion.

Each generation has its particular characteristics, mentality, and style. This is strikingly evident in Gen Z and their view on sustainability in the fashion cycle.

Gen Z are the most disruptive consumers in history, their media and retail behaviours are influencing Millennials, Gen X and Generation Alpha following them.

RANKED: The most popular Y2k fashion item for this summer is the bandana.

Fashion is cyclical, and the latest trends to make a comeback are those inspired by the nostalgic Y2K vibes from the 90s and 2000s. But which of the iconic trends from the Y2k era are the most popular in 2022?

Taking the top spot is none other than the humble bandana, with more than 802million video views on TikTok and almost 15,000 Google searches every month for the simple accessory.

Such a multi-functional piece is the bandana, that Y2k fashion icons such as Xtina and Britney Spears have been known to wear theirs as anything from a makeshift top to a hair accessory. In 2022, this simple fabric item can also be used as a face mask in a pinch.

The humble bandana is the most popular Y2k fashion item, with more than 802million video views on TikTok

Ph. Cottonbro (Pixels)

Ph. Kenex Media sa (Pixels)

The Relaxed Bucket Hat Ranked Second In Popularity

The bucket hat is most definitely back in 2022, with 74,000 Brits searching for this fashion accessory every month on Google. While it’s the most searched-for item on the list, photos of the fashion item on Instagram are less than half than that of the bandana, with TikTok views of just over 341million.

Ph. Antoni Shkraba production (Pixels) 

Mini Skirts And Baggy Jeans In Joint Third Place

Two massively contradictory items: the mini skirt, and baggy jeans. Baggy jeans see just over 18,000 searches every month across the UK versus the 12,100 searches for mini skirts, but there are far less photos of baggy jeans on Instagram than there are mini skirts, with more than 1.3million photos of the latter and only 270k for baggy jeans.

Platform Shoes Of All Kinds Are Here This Summer

Rounding out the top five most fashionable Y2k pieces are none other than platform shoes, a 90s icon thanks to the Spice Girls, and the wholly impractical crochet top. Though Brits are searching for crochet tops less than half than they are bandanas, there are more than 600k photos of this retro piece on Instagram, and more than 202million video views on TikTok.

Meanwhile, platform shoes see the same amount of monthly searches as the mini skirt (12,100), but are featured on Instagram only a quarter as much with just less than 400,000 photos.

Most disappointingly, the iconic butterfly clips only ranked joint 11th on the list, being beaten to the top ten by flares, low rise jeans, and pleated skirts and a range of other accessories including the hellishly uncomfortable kitten heels, glitter gel, and trucker caps. Trucker caps! Believe it or not, there are more than 6,000 searches across the UK every month for trucker caps.

Viviane Paxinos, GM at UNiDAYS says: “Our data shows that this generation wants to stand out from the crowd, but most of all want to feel confident in what they wear. At UNiDAYS, our vision is to support, enable and inspire young people to be their best and most confident selves."

“With the additional costs students are facing this year, we want to reinforce to all sixth form, college and University students that UNiDAYS will continue to find the biggest range of discounts for the areas of their lives that they do have financial control over.”

For more insights, please visit: www.myunidays.com

Love data? You might like this article here

A little bit about UNiDAYS: UNiDAYS’ vision is to support, enable and inspire young people to be their best selves. There are 225 million students in college and university education worldwide. 1 in every 3 students are UNiDAYS members in the UK, US, Australia, France, Germany, Italy and Spain.

New data revealed through Productsup's study finds consumers need more product information to make purchases in the physical, digital, and virtual world. Very insightful on sustainable buying power too.