Gen Z Isn’t Buying Luxury’s Story — And Why That Matters Across Generations

The Business of Fashion’s Debrief recently explored a fascinating shift in the luxury landscape: Gen Z, raised on TikTok swipes and YouTube trends, is rethinking what “luxury” really means. As correspondent Sheena Butler-Young put it, this is a generation unimpressed by $2,000 “iconic” canvas bags and more inclined toward resale, vintage, or finding a treasure on markdown than paying full price.

This isn’t simply a rebellion against boutiques that feel stiff or prices that seem out of touch. It is a statement about value. For many in Gen Z, owning something rare, recycled, or reimagined speaks louder than a logo ever could.

But perhaps this conversation isn’t just about Gen Z. Older generations, too, have long questioned the worth of inflated price tags, quietly choosing pieces that endure in quality and meaning rather than fleeting status. The rise of resale and vintage reflects a universal instinct: to seek authenticity, story, and sustainability.

Luxury houses now face a pressing challenge. Can they learn to speak in a new language of connection—one that resonates across ages? Or will they continue to cast their message like a billboard, static and one-sided, while the real conversation thrives elsewhere?

The answer may lie not in chasing the next viral trend, but in rediscovering the timeless values that cross generations: craftsmanship, creativity, and emotional resonance. Those are the qualities that no markdown, resale, or TikTok scroll can diminish.

This reflection was sparked by an episode of The Debrief, the weekly podcast from The Business of Fashion. In their September 24th discussion, hosts Brian Baskin and Sheena Butler-Young explored Gen Z’s shifting relationship with luxury. You can listen to the full episode here https://podcasts.apple.com/gb/podcast/the-business-of-fashion-podcast/id1225204588?i=1000728256537