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Generation Z is redefining the world of fashion with a powerful new spirit. Growing up against a backdrop of climate change and growing environmental concerns, this environmentally conscious generation is making sustainability a decisive factor in their purchasing decisions.
Faith Nketsi, reality TV star. Photo courtesy of
Resale is now their preferred sustainable shopping method, with 46% preferring to shop this way – and now the trend is spreading to South Africa, amplified by social media influencers such as reality TV star Faith Nketsi, South African model Jessica Mkhize and singer Paxton Fielies.
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“The impact of the fashion industry on the environment is well known, with one garbage truck of textiles being thrown away or incinerated every second, second-hand fashion is becoming a viable solution,” explains Luxity co-founder Michael Zahariev.
“The global secondhand clothing market is growing three times faster than traditional retail and is expected to reach $350 billion by 2028, surpassing fast fashion’s $197 billion.”
As Generation Z becomes a major player in the luxury market, their preference for high-end, sustainable options is evident.
“Luxury resale resonates with their desire for high-end products that align with their values,” Zahariev noted.
“The second-hand luxury market is growing in popularity globally, but in South Africa, price has always been a barrier. However, with growing awareness of the environmental benefits and the availability of flexible payment options, young South Africans can now participate in this trend. The cost per use of second-hand luxury goods is comparable to fast fashion, making it an attractive option for both financial and environmental reasons.”
He added that just seven years ago, consumers were reluctant to admit they had bought second-hand items. “Today, they proudly show off their finds. This shift in attitude highlights the incredible growth the market has achieved in just a few years.”
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For Mkhize, secondhand luxury doesn’t just mean acquiring amazing items, it also means being conscious about it. “I love being able to give these incredible pieces a second life while still looking polished. It’s a win-win! Plus, finding unique pieces that no one else has is a major style point for me.”
Fielies shares a similar sentiment. “My whole perspective on fashion has changed since I started wearing second-hand luxury goods. It’s no longer about chasing trends, it’s about finding pieces that have a story. I also appreciate craftsmanship and quality. It’s so much more fun to find unique pieces rather than just buying the latest fashion.”
Paxton Ferris. Photo courtesy of him
A new symbol of sustainable development
“Social media has played a crucial role in changing people’s perceptions of second-hand luxury goods, especially with 97% of Gen Z consumers citing these platforms as their top source of shopping inspiration,” Zaharif said.
“For this generation, these platforms are a major source of inspiration and trust. Influencers have a major influence, showcasing second-hand items and styling tips to promote sustainable choices.”
Fielies hopes her initiative will inspire others. “I want to show my fans that you don’t have to sacrifice style for sustainability. Sustainable luxury means making smarter, more conscious choices. I hope to inspire others to consider the impact of their fashion choices and opt for secondhand.”
Mkhize also sees social media as having a transformative effect. “Imagine if all your favorite celebrities were wearing second-hand items on the red carpet, what a sensation it would be! It proves that being eco-friendly is not only cool, it’s in style.”
“As social media influence continues to shape fashion consumption and influencers amplify calls for sustainable choices, the future of fashion will become more stylish and environmentally friendly,” Zahariev concluded.
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