21-07-2025
From Taboo To Trend: Why Gen Z Demands Period Inclusivity In Fitness And Fashion
Periods are no longer something to 'deal with.' For Gen Z, they're something to live through powerfully, in gear that makes them feel seen, supported, and strong.
Periods are no longer a hush-hush topic hidden in bathroom cabinets and whispered conversations. For Gen Z, menstruation is not a monthly inconvenience to endure quietly, it's a natural part of life that deserves to be acknowledged, accommodated, and even designed for. From the gym to the runway, young consumers are transforming period conversations, demanding fashion and fitness that supports their needs with comfort, confidence, and style.
'Menstruation was a taboo subject for a long time, hidden under layers of shame and discomfort. But the young people of today are changing that," says Dr. Nidhi Rajotia, Unit Head, Department of Obstetrics & Gynaecology, Artemis Hospitals. 'They want workout clothes and fashion that are good for their periods and don't make them feel uncomfortable or less confident. They also want it to be based on values like body positivity and inclusion."
Gen Z isn't asking brands to make accommodations, they're expecting it. They're not interested in products that require them to choose between functionality and fashion. Instead, they're embracing period-inclusive activewear that empowers them to show up for life, workouts, and wellness routines without compromise. This includes leakproof leggings, breathable fabrics, moisture-wicking technology, and designs that don't scream 'period gear."
Revaa's innovative range includes leakproof leggings, sleep shorts, and boy shorts, designed to offer 24/7 comfort during menstruation. The idea is simple: remove the friction between menstrual care and movement. 'We're excited to build for a generation that is re-inventing the rules with clarity, confidence, and zero compromise," Singh adds.
According to Dr. Rajotia, this shift is about more than just smart product design, it's about fairness, autonomy, and cultural change. 'They don't want to skip workouts, sports, or wear oversized clothes to hide their period anymore. Gen Z is not only asking for better design, but also normalizing public conversations about menstruation," she notes. 'What used to be unacceptable is now a big trend."
From TikTok rants to Instagram campaigns, this generation is vocal about their needs and brands are finally listening. Periods are no longer something to 'deal with." For Gen Z, they're something to live through powerfully, in gear that makes them feel seen, supported, and strong.
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First Published:
July 21, 2025, 09:47 IST
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