Gen Z across BRICS+ countries is emerging as one of the most influential fashion consumer segments. Their purchasing power, digital fluency and strong values are reshaping how brands design, communicate and innovate.
In India, Gen Z consumers prefer conscious shopping, thrifting, resale platforms and indie designers. Their buying decisions revolve around transparency and sustainability. Influencer culture, particularly homegrown fashion creators, plays a big role in shaping trends.
Brazilian Gen Z embraces diversity and individuality. They champion bold prints, gender-fluid clothing, inclusive beauty and cultural representation. Their fashion voice is confident and deeply expressive.
South African Gen Z combines local heritage with global inspiration. Streetwear, thrift fashion, beadwork, and vibrant prints define their style. They support local designers who deliver authenticity and community-driven design.
Thailand and Vietnam have some of the most digitally active youth populations in Asia. Their preferences lean toward practical fashion, clean silhouettes and comfort-driven streetwear. Online fashion marketplaces and live-shopping culture heavily influence buying behaviour.
Cuban, Iranian and Algerian Gen Z youth use fashion as a form of quiet expression. Despite cultural constraints, they innovate through layering, colour, and subtle styling. Their fashion choices reflect creativity, modernity and cultural pride.
Across BRICS+ countries, Gen Z’s values—sustainability, authenticity, diversity and digital convenience—are reshaping the fashion ecosystem. They are not just consuming trends; they’re setting them.