Trend Alert Prada, Gucci, Dolce: Gen Z's Fashion Shift
Gen Z isn't just changing fashion; they're redefining what luxury means. In a world where designer price tags keep soaring, a new generation of South African shoppers is making pre-owned fashion the ultimate status symbol.
For them, it's not about compromise, it's about control, consciousness, and curation.
'Luxury is still in demand, but today's shopper is in control,' says Michael Zahariev, co-founder of Luxity, South Africa's leading reseller of authenticated pre-owned luxury goods.
'They want meaningful purchases, things that reflect their values as much as their style.'
Owning the narrative
Luxury fashion store front in a modern shopping mall. Picture: iStock
Globally, sales of new luxury goods are slowing down for the first time since 2009, but in South Africa, the resale market is gaining serious traction. From vintage Louis Vuitton bags to timeless Cartier pieces, Gen Z consumers are embracing second-hand with enthusiasm, not as a fallback, but as the main character choice.
It's all about personal curation over conformity. 'There's a thrill in finding something iconic that doesn't scream, 'I just walked out of the store,'' says Zahariev.
Whether in Durban, Pretoria, or Polokwane, young consumers are proudly wearing pieces with history, creating their luxury timeline, one unique purchase at a time.
ALSO READ:Dr Rebecca Malope to receive lifetime honour at Basadi in Music Awards
Sustainability is the new status
For Gen Z, environmental impact matters. Fast fashion's ugly footprint has made resale more than a trend; it's a movement.
'Luxury is about endurance, not excess,' explains Zahariev. 'Our clients know that when you buy pre-owned, you're investing in quality that lasts, and making a statement against waste.'
With fashion accounting for nearly 10% of global carbon emissions, South Africa's young luxury lovers are increasingly leaning toward circular fashion.
Over 50% of clients resell their items later, proving that stylish sustainability is here to stay.
Counterfeit culture and the authentication game
Luxury handbags. Picture: iStock
But with demand comes danger. 'Superfakes' are flooding the market, mimicking high-end items with unnerving precision. Zahariev warns, 'These fakes are designed to sit in the sweet spot, believable enough to feel like a steal, but just cheap enough to raise questions.'
That's why Gen Z is turning to verified resellers. Authentication isn't just added value; it's essential. 'Our clients pay for certainty,' says Zahariev. 'They want luxury they can trust.'
A new era of fashion
With resellers leading the charge and Gen Z driving the shift, pre-owned luxury isn't just a smart choice, it's a powerful one. Fashion is no longer about the newest drop; it's about making every piece tell a story.
And right now? Gen Z is writing the most stylish one yet.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Citizen
an hour ago
- The Citizen
Guzzle Celebrates 14 Years — Shoppers Stand a Chance to Win R14,000 in Vouchers
Since launching in 2011, Guzzle has become South Africa's leading retail shopping destination, connecting millions of bargain hunters with the best deals from the country's top retailers. By curating and publishing print and digital catalogues online, Guzzle saves shoppers time and money, bringing unbeatable specials right to their screens — all in one place. Over the years, Guzzle has grown its loyal community by delivering a smarter, easier way to browse catalogues, compare prices, and plan shopping trips. From groceries and electronics to furniture and DIY, Guzzle is the go-to site for smart South African shoppers who want to stretch every Rand. A Birthday Giveaway for Loyal Shoppers This year, to celebrate its 14th birthday, Guzzle is giving back to the shoppers who made it possible. Shoppers stand a chance to win their share of R14,000 in shopping vouchers — just by sharing their honest feedback. By completing a short survey, shoppers help Guzzle continue to improve and deliver the deals that matter most. The insights from the survey will shape the future of online catalogues in South Africa — making deal hunting better, faster, and more relevant for everyone. How to Enter: Complete the short survey honestly. Include your full name and email address so Guzzle can contact you if you win. Closing date: 31 July 2025. Terms & Conditions: By entering, participants agree to receive communications from Guzzle. All winners will be contacted at the end of the competition. Please ensure you have given your correct details. Visit the Guzzle competition page to enter and stand a chance to win! Happy 14th Birthday, Guzzle — and thank you, South Africa, for your continued support! At Caxton, we employ humans to generate daily fresh news, not AI intervention. Happy reading!
eNCA
2 hours ago
- eNCA
US to impose 30% tariff on all SA goods
JOHANNESBURG - South Africa is just three weeks away from a major trade blow. From 1 August, the US will impose a 30% tariff on all South African goods. This has been announced by US President Donald Trump in a letter to President Cyril Ramaphosa. The Trump administration says South Africa sells more to the US than it buys, and claims this trade imbalance justifies the penalty. The tariffs follow Trump's global 'reciprocal tariff' policy, which many critics say is based on flawed reasoning, not real economics.
The South African
2 hours ago
- The South African
BREAKING: Donald Trump hits South Africa with 30% tariffs
South Africa is set to face a significant trade setback as US President Donald Trump has confirmed that 30% tariffs will be imposed on all South African goods starting 1 August 2025. The announcement was made in a letter from Donald Trump to President Cyril Ramaphosa. The tariffs are a result of the Donald Trump administration's stance on global trade imbalances, claiming that South Africa sells more to the US than it buys, a disparity that the US says justifies the imposition of a hefty tariff. This move is part of Donald Trump's broader 'reciprocal tariff' policy, which has sparked debate worldwide. Critics argue that the policy is based on flawed economic reasoning, with concerns over its long-term impact on international trade relations. 'South Africa's trade imbalance with the US has reached a point where it can no longer go unaddressed,' Donald Trump's letter stated. 'These tariffs are necessary to ensure fairer trade practices.' With just three weeks until the tariff implementation, South African exporters are bracing for the economic fallout. Key industries, including mining, agriculture, and manufacturing, are likely to be hit hard by the new tariff regime. Experts warn that the increased cost of doing business with the US could lead to reduced exports, putting pressure on local businesses already struggling with the global economic fallout from the COVID-19 pandemic. South African officials have expressed concern over the sudden move and its potential to harm their economy, urging Trump's administration to reconsider the punitive tariffs. Economic analysts and trade experts have widely criticised the tariffs, arguing that the trade imbalance with South Africa is not due to unfair practices, but rather structural and historical economic factors. They claim that the imposition of tariffs could lead to retaliatory measures from other countries, further exacerbating global trade tensions. 'The reciprocal tariff policy fails to account for the complexities of international trade,' said Dr. Thabo Mbeki, former South African president and economist. 'It's a short-sighted approach that risks worsening trade relations and harming economies on both sides.' With the August 1 deadline looming, South African officials are seeking diplomatic channels to resolve the issue before the tariffs take effect. However, with the Donald Trump administration's firm stance, it remains uncertain whether a last-minute resolution can be reached. The upcoming trade blow is a pivotal moment in South Africa's relationship with the US, and exporters will be watching closely to see how this affects their ability to access the lucrative American market. Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1 Subscribe to The South African website's newsletters and follow us on WhatsApp, Facebook, X and Bluesky for the latest news.
