Open TikTok, and you’ll find yourself in an endless stream of haul videos, in-store shopping dates, and the “Buy or Bye” fitting room trend. In all clips, you’ll notice Gen Z’s renewed obsession with nostalgia, as they reach for electric, personality-driven pieces defined by throwback styles.
It was only a matter of time until popular fashion brands and under-the-radar labels caught on, tapping celebrities like Lola Tung and Emily Ratajkowski to get picked up by the cool crowd—and it’s working. Free People’s slouchy bag is the arm candy of the season (I literally have one in my cart), Intimissimi’s boatneck top is an easy essential, and up-and-coming labels like Mode Mischief are making waves across social media.
Put simply, Gen Z knows style—and they’re calling the fashion shots. So, I set off on some serious investigative journalism to bring you the fashion brands young people are shopping and have deemed actually worth your time, money, and closet space.
Abercrombie & Fitch
While the shirtless male models and ubiquitous moose logo are no more, Gen Z is sparking the Abercrombie & Fitch revival. With Emily Ratajkowski as the face of the brand’s Denim Made Iconic campaign, the label is solidifying itself as the chic cool girl, with items like the Flutter Sleeve Sash Top selling out. Now, all you need is a bottle of Fierce.
Abercrombie & Fitch Flutter Sleeve Slash Top
Abercrombie & Fitch High Rise Wide Leg Jean
Abercrombie & Fitch 100% Cotton A&F Bra-
Cable-Knit V-Neck Sweater
Mode Mischief
I have my For You page to thank for putting me onto Mode Mischief. The Australia-based brand delivers vintage-inspired, feminine silhouettes known for its vibrant, candy-colored pieces. Influencers are even jokingly saying they’ve “fallen victim” to the viral Velina Top, insisting it lives up to the hype, while the brand struggles to keep the Mimi Cropped Top in stock.
Mode Mischief Velina Top
Mode Mischief Mimi Cropped Top
Mode Mischief Lila Capri Pants
Mode Mischief Studios Drew Mini Skort
Coach
Coach is back, making everyone who listed their beloved bags on eBay do a double take. It girls like Hailey Bieber helped spur on the revival, carrying the Brooklyn Shoulder Bag, beloved for its slouchy, lived-in appeal. Now, the brand has tapped fellow Gen Zer Lola Tung to usher in a whole new generation—and it’s working.
Intimissimi
“Are you wearing the Intimissimi top? I have four,” a girl stopped to ask me in a coffee shop. That interaction sums up the viral hype of the Italian lingerie and underwear label, with wearers flocking to the quiet luxury silhouettes, no matter the season. With Zendaya recently sporting the brand, its momentum is only set to grow.
Intimissimi Boat Neck Modal Cashmere Ultralight Top
Intimissimi Ultralight Cashmere Lace Long Sleeve Shirt
Intimissimi Ribbed Tank Top in Superior Cotton
Intimissimi Fresh Bamboo Ruched Tank Bodysuit
Edikted
BRB escaping to a dreamy wonderland framed by heart-shaped arches. Edikted hinges on classic Y2K styles, transporting you to the era of sequins, bandage dresses, and mini skirts. The it-girl label largely grew in popularity due to viral styling videos, turning it into the algorithm that came to life.
Zohar Beaded Panel Halter Top
Free People
Free People is that girl, leaning into boho-chic and cottagecore aesthetics that have fans sprinting through its rustic-designed doors. Perhaps most notable is the Baby Emerson Tote, offering a vintage-inspired design begging to be decorated with chunky chains, bandanas, and bag charms. Another crowd pleaser? The Hot Shot Crossover Set taking over feeds for its flattering silhouette.
Free People We The Free Baby Emerson Tote Bag
Free People Forever Young Bloomer Pants
Jaded London
If casual-cool street style and fashion-forward going-out dresses seamlessly coexist in your closet, then Jaded London is for you. The UK-based label is picking up social buzz with breakout try-on hauls bringing one It girl after the other to the trend-led label.
Jaded London Cata Multi Stripe Asymmetric Knit Top
Urban Outfitters
The return of indie sleaze has pushed Urban Outfitters to the forefront, with styles that feel vintage while being fresh off the rack. The Karlie Lock Shoulder Bag is rising through the ranks, with nostalgic, expressive pieces following suit.
Urban Outfitters BDG Sunridge Mid-Rise Cargo Balloon Pants
