Fashion is a pillar of self-expression, and at Genies, it has always been a foundational component to the DNA of our avatars. We’ve spent the past few years building tech that enables limitless compatibility and customization of fashion, and many of the trends we’ve seen in the fashion world have directly influenced how we’ve tailored our capabilities. With another Fashion Week just around the corner, we’ve been reflecting on how the space will continue to evolve and what the future could look as consumer behaviors pave the way and brands keep pace. Just as we’ve seen Gen Z’s heavy influence on fashion trends and brand marketing over the past decade, directly influencing key narratives and themes at past Fashion Weeks, we’re now starting to see how the incoming Gen Alpha is leaving their mark.

Generation Alpha — born from 2010 onward, and turning 15 in January — is the first generation to grow up fully immersed in digital technology. For its members, smartphones and the internet have always been a part of life, shaping their worldview from an early age. This constant exposure to the digital world has exposed them to the rapid pace of the trend cycle long before their predecessors. As a result, their identities are fluid, evolving quickly as they experiment with new ways to express themselves. For example, 58% of Gen Alpha report playing Minecraft during the past month, and 43% report the same for Roblox, with many of them customizing their avatars on a daily basis. Fashion brands need to understand this mindset to effectively engage with Gen Alpha, as traditional approaches to marketing and trend forecasting are rapidly becoming obsolete. 

A Guide to Gen Alpha’s Consumer-Mindset Trends:

1. Personalization Over Mainstream Trends

For Gen Alpha, personalized style that accounts for niche cultural knowledge takes precedence over following mainstream trends. Consumers in this age group seek out unique ways to express their individuality, often by customizing their fashion choices to reflect their personal tastes. This generation values items that feel personal and unique, leading to trends like bag charms and foot charms, which can be collected over time to create a highly personalized look.

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DIY-customization culture is thriving amongst Gen Z and Gen Alpha, fueled by social-media platforms and niche forums. Tie-dyeing, bleach dyeing and patchworking are popular DIY methods that this eco-conscious generation uses to customize its often upcycled and thrifted clothing.

Major brands are recognizing younger consumers’ preference for unique, personalized clothing over mass-produced fashion. Mainstream & luxury brands such as Nike, Adidas, Gucci and Golden Goose have developed customization programs to cater to Gen Z and Gen Alpha’s need for individuality. Nike by You, for example, offers customers the ability to design their own sneakers via customized patches and embroidery services, while the Gucci DIY Program allows customers to personalize sneakers through a DIY selection of materials, colors, charms and even hand-painted initials.

2. Active Participation (UGC) + Entrepreneurship 

Members of Gen Alpha aren’t just passively consuming fashion content — they’re actively participating in its creation. Platforms like Instagram, TikTok and YouTube have democratized fashion, allowing young entrepreneurs to showcase their ideas to a global audience quickly and at minimal cost. This accessibility encourages an entrepreneurial spirit, with many in Gen Alpha viewing content creation and fashion creation as a viable career path. All brands need to build with their community by loosening IP restrictions. 

Game-like experiences will also play a critical role in supporting this generation's desire for true participation and personalization regarding how they dress, play and connect with friends. (Consider that 94% of Gen Alpha are game enthusiasts.) As customization and curation continues to grow for Gen Alpha, platforms and tools that facilitate user-generated content (or UGC) can offer an endless stream of personalized fashion, gaming and digital experiences that perfectly align with Gen Alpha’s built-in expectations.

UGC platforms like Roblox or even Snap’s Fashion AR lens are also central to this trend, offering Gen Alpha audiences the tools they need not only to consume but also to create and shape fashion content. Some users have even found success in monetizing these digital creations and building entire brands or companies. This interaction meets younger users’ expectations for customization and self-expression, further blurring the lines between consumer and creator.

3. A Stance Against Overconsumption

Despite their love for fashion, Gen Alpha is acutely aware of the issues surrounding overconsumption. Those in this age range are more likely to support sustainable practices and seek out brands that align with their values. UGC offers a solution by allowing for the creation of personalized, one-of-a-kind items, reducing the need for mass-produced, disposable fashion.

Moreover, with platforms offering monetization options, UGC can evolve from a hobby into a potential career path. This drives more young people to create content, as they recognize the economic opportunities that come with it. The ability to create, share and monetize content from a young age fosters an entrepreneurial spirit in Gen Alpha, making UGC platforms a training ground for future digital entrepreneurs. Brands need to develop a strategy that empowers Gen Alpha to co-create with them on products they love. 

4. Digital Fashion

Digital fashion also plays a significant role here, as Gen Alpha spends a substantial amount of time online. These users value digital self-expression just as much as physical fashion, and they’re willing to invest in virtual fashion items to personalize their online identities, particularly in the environments of gaming and social media. In 2023, the digital fashion market was estimated to be worth around $500 million, and it is projected to grow significantly, reaching up to $2.5 billion by 2026. Platforms like Fortnite, Roblox and Zepeto are major hubs for digital fashion, with players spending over $1 billion annually on in-game outfits, accessories and skins.

How Genies Helps Brands Capitalize on These Trends and Behaviors:

The trends we've identified above have directly influenced the advanced technology and capabilities we’ve developed over the years. They’re also a big focus of our offering to brands looking to create their own UGC consumer-engagement platforms called Party Apps. Genies' tech provides brands with the necessary tools, including our Avatar and Interoperable Frameworks — a turnkey solution for creating customized, interoperable universes with a focus on UGC. These tools have the power to bring fashion brands into a new digital era, offering limitless compatibility and customization of fashion, accessories and avatars — a key component of our Avatar Framework and fundamental for building a branded Party App. Some of the tech within this framework includes:

Wearable Swapping

Our outfit combiner and look creator empowers users to craft unique outfits and styles by mixing and matching pieces from their favorite creators, brands and UGC Workshop.

Wearable Layering

Advanced layering and fitting tools in our Avatar Framework empower creators to define how their wearable items fit and layer. For example, while a hoodie can typically be worn as a top, our tools allow creators to customize its usage — enabling the hoodie to be worn both as a standalone piece and layered under a vest or T-shirt for a more dynamic look. 

Wearable Autorigging

This technology allows users to upload any 3D fashion item that will then automatically rig itself to fit the avatars throughout partner apps and the overall Genies ecosystem. This creative tool is the foundation that allows users to make what they want and be anything they want by instantly bringing fashion creations to life via the magic of Autorigging. 

Read more about this HERE.

Conclusion

As we move into 2025, it’s clear that the fashion industry must adapt to the changing preferences and behaviors of Gen Alpha. This generation’s focus on personalization, active participation, sustainability and digital fashion will drive the trends of the future. To stay relevant, fashion brands must embrace UGC platforms, offer personalized experiences, and create opportunities for young entrepreneurs and creators.

If you’re interested in catching up at NYFW or want to explore the best ways to reach Generation Alpha in the fashion space, reach out to us at contact@genies.com If you’re a brand looking to build a UGC platform for the next iteration of the internet contact us HERE.