The Youth Factor

Young people in emerging markets especially Gen Z and Millennials are rapidly transforming the fashion industry. With their creativity, digital fluency, and desire for authenticity, they are no longer just consumers they’re trendsetters, entrepreneurs, and cultural influencers.

In countries like Nigeria, India, and Brazil, young designers are launching fashion brands that mix local heritage with modern aesthetics. Through social media platforms like Instagram and TikTok, they share their work with global audiences, often without needing traditional fashion gatekeepers. According to McKinsey & Company (2023), Gen Z in emerging markets is more brand-fluid and values-driven than previous generations, favoring fashion that reflects their identity, community, and social values.

Youth in these regions are also fueling demand for ethical and sustainable fashion. The World Bank (2022) reports that nearly 60% of Africa’s population is under 25 an age group increasingly concerned with climate change and social justice. This is pushing local designers to rethink their materials and production processes, often reviving traditional, eco-friendly methods like hand-weaving or plant-based dyeing (Google Arts & Culture, n.d.).

Fashion isn’t just clothing it’s culture. And emerging market youth are using it to challenge stereotypes and reclaim narratives. For example, young fashion creatives in South Africa and Kenya are creating visual campaigns that celebrate African beauty standards and traditional garments in modern contexts (Fashion History Timeline, n.d.).

As they gain purchasing power and cultural influence, young people in the Global South are not just adapting to the global fashion industry they’re redefining it. Brands that want to stay relevant must pay attention to these rising voices and the fresh energy they bring to the global stage.

Can Yigit Saglam

Fashion History Timeline. (n.d.). Youth movements in global fashion. https://fashionhistory.fitnyc.edu/

Google Arts & Culture. (n.d.). Exploring youth and fashion identity across cultures. https://artsandculture.google.com/

McKinsey & Company. (2023). State of Fashion 2024. https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

World Bank. (2022). Africa's Pulse: Youth and growth in the region. https://www.worldbank.org/en/region/afr/publication/africas-pulse