Gen Z fashion: Brands take a leaf out of the July uprising
TBS spoke to industry experts to understand how brands are trying to navigate the political and generational paradigm shift for their ongoing and upcoming collections
As Bangladesh experiences political turbulence and shifting socio-political landscapes, fashion brands are swiftly adapting their strategies to align with the evolving preferences of Gen Z.
This generation, defined by its boldness, defiance, and fearless attitude, is shaping a new narrative of courage and rebellion, and their fashion choices reflect this dynamic energy.
In response, brands are embracing edgier designs, daring colour palettes, and unconventional styles that speak to the rebellious spirit of today's youth. Whether it is streetwear with bold political statements or avant-garde pieces that challenge tradition, fashion in Bangladesh is increasingly becoming a canvas for Gen Z to express their identity, values, and resistance.
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The Business Standard spoke with industry experts to understand how the brands are trying to navigate the paradigm shift for their ongoing and upcoming collections.
It was interesting to see Le Reve, a renowned street fashion brand with 2.5 million followers on Facebook alone, dropping some uprising-inspired tees. "We're diving into that Gen Z energy with our latest teen collection, whereas Le Reve is also celebrating its 15-year journey, going all out with a fresh, street-culture twist," says Afrina Habib, AGM of Marketing at Le Reve.
When asked what inspired the designs of the special Tees collection, Afrina informs, "Think graffiti, bold messages, and designs that pop."
Le Reve is set to keep the vibe strong for the upcoming fall and winter lines. "When we're doing photoshoots and promotions, we consider the response of our previous campaigns through feedback from social media," Afrina explains.
It's noteworthy that Tees have always been a total hit among our country's youth, transcending gender and preferences.
Tanjim Haque, the founder of Ecstasy, started his journey in streetwear with nothing but a garage and a dream. Fast forward to today, and Tanjim Squad is dominating the fashion scene not just in Dhaka but also making waves in Dubai.
"The products of Tanjim Squad reflect confidence, boldness, and a unique sense of self, everything that Gen Z identifies itself with. It's about breaking norms, setting trends, and making a statement," Tanjim Haque shares his vision behind the eponymous brand.
A lot of their Tees have typographic designs with bold lines, which resonates with the philosophy of today's youth. "It's about embracing individuality and expressing who you are without fear," he adds.
Quazi Shamsul Islam, deputy general manager at Twelve Clothing, echoed a similar sentiment, focusing on streetwear and casual looks.
"Twelve Clothing is all about that Gen Z swagger, serving up oversized fits, relaxed silhouettes, and bold graphics. We're quick to drop collections that align with TikTok and Instagram trends," Quazi notes.
"Our summer Tees and drop-shoulder designs are just the start. For winter, we're keeping it bold and casual. Plus, we know budget is key, so we're all about delivering stylish, high-quality gear without breaking the bank," he adds.
Anyone keeping an eye on the local fashion scene knows that social media is a game-changer, shaping style choices and setting trends like never before.
Shah Rayeed Chowdhury, the mastermind behind Noir and Director at Evince Group, has some insights to share regarding this.
"From day one, Noir has been about staying ahead of the curve, which is why they were early adopters of 'social listening'. Instead of sticking with old-school billboards and newspaper ads, Noir went all-in on Instagram, Snapchat, and influencer collabs," elaborates Rayeed when asked how they spun the innovation wheel.
To sum it up, Rayeed's key advice for fashion brands? Embrace that FOMO (fear of missing out) energy.
"Fashion is for everyone and staying relevant is crucial," he adds.
In recent times, Arka Studio and Arka Fashion Week have created a lot of buzz among the fashioners in Dhaka, especially Gen Z.
Asad Sattar, the owner of both and director at Utah Group, emphasises authenticity, sustainability and inclusivity issues — all of which are of paramount importance to Gen Z.
"The fashion retail brands," he explains, "must go beyond surface-level marketing and truly align their core values.
"Authenticity is paramount in today's market, especially when targeting socially conscious, digital-native shoppers. They can easily detect inauthentic marketing efforts, such as influencer campaigns, that feel forced or disingenuous," he adds.
According to Asad, incorporating sustainable practices throughout the supply chain, promoting diversity within the organisation, and fostering inclusivity in product offerings are all essential steps in this alignment.
"Younger consumers appreciate brands that are transparent about their efforts, even if they're not perfect, as long as they demonstrate a sincere commitment to improvement," he shares his wisdom based on his experience of organising the fashion week twice, which witnessed a massive footfall.
Zainab Maqsood, the managing director from AMIRÁ by Experience Group, also echoes this statement. After hitting up Arka Fashion Week twice, Zainab got a front-row seat to how Gen Z rolls.
"For an ethnic wear brand like ours, it was a wake-up call," she says. "We started our runway show with a sleek black-and-white collection to grab attention, then flipped the script to a burst of colours as the music and mood shifted." It was all about flexing their versatility.
She launched the brand right in the thick of Covid-19 when everything else seemed to hit pause. So, for their debut collection, she went all out to bring the vibrant hues of ethnic wear back into the spotlight.
Their winter line, 'Rongila,' was all about breaking the mould with khaddar when everyone else was pushing western wear for the season.
"Lawn is a summer staple, but winter? No, not a vibe. And fur coats and leather jackets? Too extra for Dhaka's chill — it's not that harsh. We went for thicker fabrics like Khaddar for our winter drop. It's all about staying real and comfy!
"Winter's the prime time for parties and music fests in Dhaka," Zainab explains. "Our upcoming collection will also have that extra burst of colour to the night vibes."
Amirá focuses on inclusivity with size options ranging from XS-3XL and featuring diverse models and influencers to make Gen Z feel seen and appreciated. "And when it comes to individuality, we design with variations to make sure our Gen Z customers find pieces that are as unique as they are," she adds.
While social media undeniably drives constant evolution in the fashion market, brands must stay tuned to their customers and adapt swiftly. Fail to do so, and they risk falling behind in captivating Gen Z and losing their competitive edge.
