Twenty years after the release of the legendary first opus, ‘The Devil Wears Prada’, the second instalment will hit cinemas on 1 May 2026. The timing seems perfect, as it coincides with the weekend before the Met Gala, the biggest fashion event of the year, which is sure to take social media by storm. Generation Z watches it avidly. But are they willing to pay a fortune to own it?
I think we are not really into couture; we don’t follow the trend, we are concerned about being very different and setting ourselves apart from other people
Jenny, a 22-year-old American
For Generation Z (born between 1997 and 2012) – who were just in kindergarten then - the portrait of fashion journalism and the world it reflected, has changed since the original cinema hit.
Over the past two decades, fashion media has undergone a pivotal shift: while glossy print covers and star-studded front pages still matter, the landscape looks strikingly different. Viral TikTok trends, influencer livestreams, and sustainability brand core strategies have become the norm. So, a new whole style era where influence and cultural relevance matter just as much as couture is expected.
Luxury conglomerates really create a very high barrier to access
Jenny, a 22-year-old American
Luxury is struggling to connect with Gen Z who will dominate luxury spending by 2030. While couture is reserved for UHNWI older generations, their kids seem to be less into it. “When I have a ball to attend, I ask my mom to borrow her couture gown,” says Jenny (name has been modified), 22 years old who lives between New York and San Francisco.
S'inscrire
Newsletter
Soyez prévenu·e des dernières publications et analyses.
“I feel very lucky that I live in a very privileged world, but I don’t think our generation are obsessed by wearing couture. We are aware that the prices of runway and couture outfits have skyrocketed, and it is not the same quality that it used to be”, she adds.
Price Is Now A Compelling Argument
Pour continuer à lire cet article, abonnez-vous maintenant
CHF 10.- par mois / CHF 99.- par année
- Accès illimité à tous les contenus payants
- Des analyses approfondies sur l'industrie du luxe que vous ne trouverez nulle part ailleurs.
- Des études et rapports sur les principaux défis à venir ainsi que leur décryptage.
- Des articles académiques élaborés par des professeurs et des doctorants membres du Swiss Center for Luxury Research, ainsi qu’un certain nombre d’universités à l’étranger.
- Des événements réservés aux membres pour enrichir vos connaissances et votre réseau.
Partager l'article
Continuez votre lecture
The Rise of Fashion Tech: Is Gen Z Ready?
For the first time this year at VivaTech, the Institut Français de la Mode (IFM) organized a stage dedicated to digital fashion—a market that is slowly gaining traction. The key question remains: is Generation Z, the primary target audience, ready to embrace it?
Gen Z and Luxury: Why “Dupe Culture” Is Growing Stronger
As luxury prices reach new heights and recent controversies on TikTok over luxury products being manufactured in China shake the myth of exceptional craftsmanship, “dupe culture” continues to grow among the younger generation. In this second part, Gen Z speaks out.
S'inscrire
Newsletter
Soyez prévenu·e des dernières publications et analyses.