Gen Z, the generation born after 1993, are often dubbed the “environmentally woke generation”.  

But when it comes to fashion — the highest-polluting industry in the world — Gen Z represents something of a paradox, RMIT experts say. 

Research shows there is misalignment between Gen Z’s values and consumption choices and social media play a huge role in this. 

As a fellow Gen Z who loves fashion, it is difficult not to get sucked into the pendulum of social media micro-trends like ‘brat summer’, ‘cottagecore', ‘quiet luxury’ and ‘corporate core’ that leave me stuck on a treadmill of overconsumption. 

Recently, as an anecdote to the fast-fashion trend cycles on social media, videos of upcycling and thrifting hauls have been flooding my feed, leaving me with a glimmer of hope and inspiration. 

Gen Z are getting crafty to combat the trend cycle 

At the time of this article, #Upcycling has amassed over 6.9 million views on Instagram. 

This reflects a growing pattern of sustainable fashion being seen as trendy. 

According to an RMIT survey commissioned last year by Kmart and the Queensland Government, “Gen Z are more likely to buy second-hand, repair or sell clothes than any other generation”. 

Senior Lecturer in Fashion and Textiles at RMIT University Harriette Richards said due to global awareness around sustainability, Gen Z are finding new and creative ways to combat the trend cycles. 

“Thrifting and upcycling is a low-cost, accessible way for young people to engage with sustainable fashion,” Richards said.

Catherine Jia is the content creator behind Project Catherine, a social media page where she shares slow living and slow fashion tips. Her upcycling videos, which provide sewing tips and upcycling inspiration, have more than 235,000 views on Instagram. 

Jia said upcycling gives Gen Z the freedom to experiment with their own personal style and showcase their individuality through finding unique pieces.

“Unlike fast fashion where trends are mass produced, thrifting and upcycling feel more personal and authentic,” she said. 

Richards said it is a common misconception that young people, particularly teenage girls, are the ones consuming the most clothes. 

Her research found that older people aged 30 to 40, with disposable incomes, consume the most in order to keep up with corporate dress codes. 

“For those who work in a corporate setting, upcycling or thrifting is often not an option,” she said. 

It is not just social media championing this re-use revolution. Melbourne Fashion Festival also promoted the movement this year, through their New Again Runway.

The runway featured an array of emerging designers using repurposed recycled materials. 

Richards said this upcycling movement is changing the way young people engage with fashion. 

“It’s heartening to see young people engage with fashion in a positive, active way rather than in a linear sense of going out and shopping for brand new clothes,” she said. 

Gen Z’s fast fashion dilemma 

Despite the progress made in the circular fashion space, online ultra-fast fashion brands are still thriving. 

Shein and Temu together have generated about $3 billion AUD in annual sales in 2024, according to figures released by Roy Morgan.

Richards said despite Gen Z being the generation most likely to shop second-hand, they are simultaneously fuelling fast fashion. 

Social media play a big role in this, through the clothing hauls and Get Ready With Me (GRWM) videos that dominate our feeds. 

Jia said social media has normalised our need for temporary ‘must haves’ or similar oxymorons, making it difficult for slow fashion influencers to challenge overconsumption. 

“Algorithms reward volume and novelty, so influencers are incentivised to constantly showcase something new,” she said. 

Fast fashion is everywhere, including thrift stores

Richards said the rise in ultra-fast fashion also undermines the second-hand market, which requires the supply of good quality and long-lasting garments. 

“People often think they have done a good thing when they donate fast-fashion clothes to op-shops, without understanding the lifestyle of the garment," she said. 

“Op shops also do not have the resources to sort through and dispose of the vast amounts of $2 Shein and Temu tops they get coming in.” 

Jia noticed this pattern as well, while thrifting.

“I hardly go thrifting at regular op shops anymore because the quality of clothes is so saturated with fast fashion,” she said. 

“It’s hard to find pieces that are well-made or long-lasting.” 

As Richards said, “fast fashion completely undermines the circular fashion we are trying to achieve”. 

This all seems bleak. Is there a solution? 

According to Richards, Australia can follow France’s suit and implement taxes to slow down fast fashion. 

France introduced the world’s first ‘fast fashion tax’, meaning the equivalent of $16 will be added to every ultra-fast fashion item sold.

This may seem like a drastic measure but let’s consider the data. A 2024 report from the Australian Institute revealed that the average Australian buys about 56 clothes per year.

If this seems like a lot, that’s because it is. Australia is now the world’s biggest consumer of clothes, shoes and bags on a per capita basis, the Institute found. 

The average cost of the clothes we are buying is $13, which is far lower than our runners up, the US ($20) and UK ($40).

Richard said the incredibly low-cost of fast fashion is what is driving overconsumption in Australia, especially among Gen Z.

“A fast fashion tax could lead to people opting for more sustainable options or at the very least buying one Shein shirt instead of five,” she said.

However, Jia said legislation alone is not the only solution and the everyday consumption choices Gen Z make can still have a real impact. 

“By choosing second-hand, upcycling, and thinking carefully about what we buy, young people can help shift the market toward slower, more sustainable fashion,” she said. 

“Small decisions, repeated over time, really add up.”