Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

The oldest Gen Alphas are turning 13. The majority are the children of Gen Yers and are the first generation born entirely in the 21st century. By 2025, this generation will grow to more than two billion – the largest generation in history. So what’s next for digital-first Gen Alpha tweens?

Crocs has evolved from an unfashionable yet functional footwear brand to a major industry player that's a fixture in the high fashion and streetwear spaces. It has effectively become a lifestyle conglomerate as a fresh generation of consumers prioritizes comfort, individuality, and personalization.

‘Subway fits’ have emerged as the latest fashion trend on TikTok as users post videos of their daily outfits from the subway. As culture is driven away from conspicuous consumption by the rising cost of living, relatable fashion and ways of elevating the mundane remain popular forms of escapism.

Cult favorites Sandy Liang and Baggu came together to release a limited-edition series of bags and accessories that quickly went viral on TikTok. While most fans rushed to get their hands on the collab, some Gen Zers are DIY-ing their own versions in defiance of drop culture.