Gen Z, or the post-millennial generation, is the cohort that refused to follow traditional fashion trends and chose instead to carve out its own path. Grounded in its values and principles, this generation has turned fashion into a language of heritage, identity, and personal taste. Gen Z refers to those born between the mid-1990s and the mid-2010s (roughly 1996 to 2016), meaning they grew up in a world centered around technology. Faced with this new direction, fashion houses had no choice but to adapt and evolve.
What makes Gen Z different from previous generations?
How do young Saudis stand out from their global peers, and how does heritage shape their identity and fashion choices?
Why does this generation matter so much to the fashion industry today?
According to a BOF study conducted in 2022, Gen Z makes up around 25% of the world’s population, and in Saudi Arabia specifically, they represent about 40% of the total population, according to the General Authority for Statistics. Regardless of geographic location, this generation has lived through significant global shifts and challenges, including major economic crises, social movements, and the Covid-19 pandemic, all of which sharpened their adaptability and resilience.
What makes this generation important is not only its size but also the vast opportunities unlocked by the rise of the internet and social media. These platforms created new spaces for wealth generation through creativity and innovation, allowing young people to work from home, launch their own projects at an early stage, and overcome traditional barriers. This dynamism has reshaped the value system, pushing beyond conventional limits and giving rise to a new generation of fashion-conscious consumers, many of them under thirty.
As a result, in the vocabulary of Gen Z, the concept of luxury has shifted to become more aligned with craftsmanship, ethics, and authenticity rather than just brand prestige. What truly matters is how a brand’s image reflects its values. This generation breathes innovation, constantly experimenting and adapting their styles to match their lifestyles. They are also a driving force for change across industries, favoring styles that reflect individuality while at the same time showing awareness of and support for companies that adopt ethical practices.
It is impossible to ignore how Gen Z responded to the promotional campaign for a Spring/Summer 2023 collection by Balenciaga. The backlash on social media acted as a strong warning sign to other brands, reminding them of the importance of social and ethical consciousness. This reaction revealed a generation unafraid to voice itself loudly, critically reassessing its fashion choices in line with its values and principles.
What Sets Gen Z in Saudi Arabia Apart from Their Peers Worldwide?
Gen Z across the world shares many common traits, yet geography inevitably shapes their differences. At the same time, Gen Z everywhere, something I like to sum up as “the streets of Paris,” is open to cultural diversity, rooted in the racial diversity that defines their societies. They freely explore bold and varied styles without hesitation or restraint.
Meanwhile, in Saudi Arabia, values and traditions have always had a strong influence on Gen Z. I like to sum it up as “Riyadh Boulevard,” where cultural heritage and pride in identity stand at the core of their choices. This has been further amplified by Vision 2030, which has driven profound transformations across multiple fields. For many young Saudis, heritage has become an even greater source of pride, encouraging them to strengthen their connection to their roots and the legacy of their ancestors. This is particularly evident during occasions such as Founding Day, which has evolved into a platform for showcasing identity through distinctive outfits, unique pieces that tell personal stories and highlight individuality.
However, this does not mean that Gen Z “Riyadh Boulevard” is closed off to the world. On the contrary, it is a generation open to global influences, yet distinguished by its ability to mold and reinterpret these trends in ways that align with its identity and deeply rooted traditions, creating a unique balance between authenticity and modernity.
How does Saudi heritage shape the identity of this generation and meet its needs in the world of fashion?
Alongside distinctive pieces, Gen Z places great value on the overall experience, particularly unique shopping journeys. This generation appreciates authenticity and real connections. What unsettles them, however, is when brands sometimes resort to “imitating” the Gen Z lifestyle without truly understanding their actual needs and aspirations.
Brands may adopt what they believe represents this generation, yet often fall short of the authenticity and vision that truly reflect Gen Z’s values and mindset. A campaign that succeeds in Riyadh, for example, might receive negative reactions on the streets of Paris. That is why, instead of copying global fashion strategies and applying them literally, brands must “filter” these approaches to align with the local context.
This means understanding the values and customs that define Gen Z on Riyadh Boulevard. It requires innovative approaches built on a vision shaped through genuine dialogue with this generation, one that truly grasps their challenges and aspirations, rather than relying on shallow or stereotypical assumptions.
Amid this evolving landscape, Gen Z emerges as a distinctive generation reshaping its understanding of fashion. For them, fashion is not only a tool for expressing personal identity but also a bridge that connects the preservation of cultural heritage with contemporary creativity.
