6 reasons why Gen Z want more inclusivity in fashion and how emerging brands can win them over

Here's the good news for smaller and emerging fashion brands: when it comes to inclusivity, you're not the underdog. You're the ones best placed to win.

Gen Z are increasingly rejecting rigid gender labels in favour of inclusive fashion. Brands that actually reflect their community have a real edge here.

We've pulled out the six biggest takeaways, and at each step, how a small brand can turn inclusivity into growth (without a blockbuster marketing budget).

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1. Fashion is for self-expression first

Pion research found that 54% of Gen Z feel they have to dress for their gender, and a massive 57% feel pressure to dress a certain way for their body type.

The biggest fast fashion players—the Boohoos and PrettyLittleThings—for leaning on a narrow, aesthetically ubiquitous model type. Since Gen Z draw their inspiration online, that sameness can be damaging.

For an emerging brand, that means you can show real, authentic models and instantly stand apart from the giants.

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2. Gen Z gravitate to brands showing a real diversity of people

It's not all bad news. ASOS's Collusion—a brand created by coming-of-age creators aged 17 to 22—casts both male and female models and offering sizes 4 to 28. But you don't need ASOS's scale to do this.

Emerging brands are often closer to their community, so featuring a genuine range of bodies, genders and identities comes naturally, and Gen Z can spot the difference between authentic and performative in a second.

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3. Gen Z doesn't want to chase micro-trends as much

We've all impulse-bought into a micro-trend. A lot of young consumers no longer care about the trendiness or popularity of a brand.

"The older I get, the less I feel the need to buy into micro-trends." Raphaelle, Gen Z student

As students settle into their own style, they're looking for brands with a point of view rather than the fastest turnaround. That's a gift for small labels built around a clear identity instead of chasing every TikTok cycle.

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4. Sustainability isn't the number one driver (but it's high on the agenda)

Young people genuinely want to shop sustainably, but the cost-of-living crisis means it isn't always possible. That is a big part of why they turn to fast fashion.

Millie, another Gen Z student, said she buys good-quality pieces when she can, asking herself will I be able to wear this in 20 years?

Emerging brands that lead on quality and values have an opportunity: getting their product and values in front of budget-conscious students through an exclusive offer that makes the choice affordable.

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5. Fashion is still a key way to code who you are

Everyone has duality in them. Isaac noted that for those who identify as queer, fashion is a vital way to code identity—and brands offering gender-fluid clothing help widen that conversation. Emerging brands are often the ones already designing for this, which makes them exactly who Gen Z are hunting for.

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6. You no longer have to look a certain way to join a trend

The body positivity movement has finally started showing up in the media Gen Z consume.

Take the return of low-rise jeans: many recoiled, until mid-size and plus-size models wearing them gave people the confidence to try. Seeing someone with the same body type as them empowers students to buy in.

For emerging brands, inclusive casting isn't just ethics; it's how you unlock whole audiences bigger competitors overlook.

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So how do small fashion brands actually reach these students?

This is where Pion comes in, and we promise themaths finally works in favour of small budgets.

Our Student Beans marketplace puts your brand in front of millions of verified students who are actively looking for brands that get them. And because it's fully self-serve, you're in control: set up your own live offers in minutes, tweak them whenever you like, and keep every campaign lean.

You create the offer, it goes live to millions of already verified, high-intent Gen Z students. This audience is already primed to discover inclusive, values-led brands, and you get to keep an eye on what's converting so you can maximise ROI on everything you spend. It's built for exactly the kind of community-first emerging brands Gen Z want more of.

Inclusivity is your advantage. Student Beans is how you get it seen.

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