Generation Z fashion: brands benefit from the July Uprising

TBS spoke to industry experts to understand how brands are trying to navigate the political and generational paradigm shift for their current and upcoming collections

October 3, 2024, 17:45

Last modified: October 3, 2024, 17:55

T-shirts have always been very popular among young people in our country, regardless of gender and preferences. Photo: Collected

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T-shirts have always been very popular among young people in our country, regardless of gender and preferences. Photo: Collected

As Bangladesh experiences political turmoil and changing socio-political landscapes, fashion brands are quickly adapting their strategies to suit Gen Z’s changing preferences.

Characterized by boldness, rebellion and a fearless attitude, this generation is shaping a new narrative of courage and rebellion, and their fashion choices reflect this dynamic energy.

In response, brands are turning to bolder designs, bold color palettes and unconventional styles that appeal to the rebellious spirit of today’s youth. Whether it’s streetwear with bold political statements or avant-garde pieces that challenge tradition, fashion in Bangladesh is increasingly becoming a canvass for Gen Z to express their identity, values and resistance.

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Business Standard spoke to industry experts to understand how brands are trying to cope with the paradigm shift for their current and upcoming collections.

It was interesting to see Le Reve, a famous streetwear brand with 2.5 million followers on Facebook alone, drop T-shirts inspired by the uprising. “With our latest teen collection, we immerse ourselves in the energy of Generation Z, while Le Reve also celebrates its 15th anniversary of its journey with a fresh twist on street culture style,” says Afrina Habib, General Meeting of Marketing at Le Reve.

Brands are opting for bolder designs, bold color palettes and unconventional styles that appeal to the rebellious spirit of today’s youth. Photo: AMIRÁ

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Brands are opting for bolder designs, bold color palettes and unconventional styles that appeal to the rebellious spirit of today’s youth. Photo: AMIRÁ

When asked what inspired the designs of Tees’ special collection, Afrin replies: “Think graffiti, bold messages and designs that make a statement.”

Le Reve intends to maintain a strong atmosphere in the upcoming fall and winter collections. “When we do photo shoots and promotions, we take into account the reaction of our previous campaigns based on social media feedback,” explains Afrin.

It is worth noting that T-shirts have always been very popular among young people in our country, regardless of gender and preferences.

Tanjim Haque, the founder of Ecstasy, started his adventure with streetwear with only a garage and a dream. Fast forward to today, Tanjim Squad is dominating the fashion scene not only in Dhaka but is also making waves in Dubai.

“Tanjim Squad products reflect the confidence, boldness and unique sense of self that Generation Z identifies with. It’s about breaking norms, setting trends and making a statement” – Tanjim Haque shares his vision behind the brand of the same name.

Many of their t-shirts feature typographic designs with bold lines, which resonates with the philosophy of today’s youth. “It’s about accepting individuality and expressing yourself without fear,” he adds.

Quazi Shamsul Islam, deputy general manager at Twelve Clothing, shares a similar sentiment, focusing on streetwear and casual looks.

“Twelve Clothing focuses on Gen Z pride with oversized fits, relaxed silhouettes and bold graphics. We quickly release collections that are in line with trends on TikTok and Instagram,” notes Quazi.

Photo: Collected

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Photo: Collected

“Our summer tees and drop-shoulder designs are just the beginning. For winter, we focus on a bold and casual style. Moreover, we know that budget is key, which is why our goal is to provide stylish, high-quality equipment without compromising the bank’s standards,” he adds.

Anyone who follows the local fashion scene knows that social media is changing the game, shaping style choices and setting trends like never before.

Shah Rayeed Chowdhury, creator of Noir and director of Evince Group, has some insights to share on the subject.

“From the very beginning, Noir was committed to being ahead of the curve, which is why they were the first to adopt ‘social listening.’ Instead of sticking to old-school billboards and newspaper ads, Noir went all out on Instagram, Snapchat, and influencers,” explains Rayeed when asked how they spun the innovation wheel.

In conclusion, Rayeed’s key advice for fashion brands? Embrace that FOMO (fear of missing out) energy.

“Fashion is for everyone, and staying up to date is key,” she adds.

Recently, Arka Studio and Arka Fashion Week have created a lot of buzz among fashionistas in Dhaka, especially Generation Z.

Asad Sattar, owner of both and director of Utah Group, highlights the issues of authenticity, sustainability and inclusion – all of which are of paramount importance to Gen Z.

“Apparel retail brands,” he explains, “have to go beyond surface marketing and really align their core values.

The AMIRÁ collection is characterized by vibrant shades of ethnic clothing.

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The AMIRÁ collection is characterized by vibrant shades of ethnic clothing.

“Authenticity is paramount in today’s marketplace, especially when targeting socially conscious, digitally native consumers. Thanks to them, you can easily detect inauthentic marketing activities, such as influencer campaigns that seem forced or insincere,” he adds.

According to Asad, incorporating sustainable practices throughout the supply chain, promoting diversity within the organization and supporting inclusion in product offerings are 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 hosting fashion week twice with mass movement.

Zainab Maqsood, Managing Director of AMIRÁ by Experience Group, also confirms this statement. After attending Fashion Week twice, Arka Zainab took a front-row seat to see how Generation Z was doing.

“For an ethnic clothing brand like ours, it was a wake-up call,” he says. “We started our runway show with an elegant black and white collection to attract attention, then as the music and mood changed, we changed the script to a series of colors.” The idea was to increase their versatility.

She launched the brand in the middle of the Covid-19 epidemic when everything else seemed to have stopped. So for their debut collection, she made sure to put the vibrant shades of ethnic wear in the spotlight.

Their winter line ‘Rongila’ focused on breaking the mold with khaddar while everyone else was promoting western wear this season.

“A lawn is essential in summer, but in winter? No, there is no suitable atmosphere. What about furs and leather jackets? Too much for the cold in Dhaka – it’s not that severe. For the winter collection, we chose thicker fabrics such as Khaddar. The idea is to stay real and comfortable!

“Winter is the best time for parties and music festivals in Dhaka,” explains Zainab. “Our upcoming collection will also have an additional pop of color for a nighttime vibe.”

Amirá focuses on inclusivity, offering size options from XS to 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 products that are as unique as they are,” he adds.

While social media is undeniably driving constant evolution in the fashion landscape, brands must keep pace with their customers and adapt quickly. If they don’t, they risk falling behind in attracting Gen Z and losing their competitive advantage.