VSCO has revealed the findings from its Year In Review report, surveying Gen Z users — which make up approximately 75 percent of the app‘s 100-million-strong base — about their favorite fashion, beauty and lifestyle trends of 2020.
When asked about fashion trends, 20 percent of respondents said they preferred Y2K clothing, a fad exemplified by the rise of velour tracksuits and UGGs. 11 percent said they love oversized clothing, perhaps indicative of the pandemic-induced craze for loungewear. When prompted to name the fashion and beauty brands they think are the most inclusive and representative, 44 percent of respondents said Rihanna’s FENTY and 29 percent said Savage X Fenty, the star’s lingerie line. 29 percent also name-dropped Aerie, which stopped airbrushing its models in 2014.
Looking ahead to 2021, Gen Z wants to see big tech tackle social issues — 63 percent want companies to address the negative mental health impact of their products, as well as take a clear stance on political and human rights issues. Respondents also said they plan to change their social media habits by spending less time online (54 percent), posting more positive content (35 percent) and following fewer celebrities (25 percent).
Head to the VSCO website to see its full 2020 Year in Review report and take a look at select highlights below.
When asked what was most important in helping them get through 2020, Gen Z said:
– 34% said finding ways to be creative (e.g. Through baking, tie-dying, photography, playing music, drawing, experimenting with makeup, writing, etc.)
– 32% said finding ways to stay connected with family and friends (e.g. With Zoom calls, FaceTiming, texting, spending time on social media)
– 19% said finding ways to practice self-care (e.g. Through staying rested, exercising, creative rituals, spending time outside)
– 14% said finding ways to be politically active (e.g. With protesting, phone banking/text banking, writing letters to voters)When asked what they invested in to bring joy and positivity to their lives in 2020, Gen Z said:
– 59% spent money on clothes
– 57% spent money on skincare products
– 44% spent money on entertainment/streaming services
– 30% spent money on social media apps
– 28% spent money on art/crafting suppliesWhen asked what fashion and beauty brands they think are the most inclusive and representative, Gen Z said:
– Fenty (44%)
– Savage X Fenty (29%)
– Aerie (29%)We also asked Gen Z what beauty and fashion items they couldn’t live without in 2020 — with skin care taking top priority:
– Moisturizer (44%)
– Face wash (43%)
– Face masks (25%)When asked what they’ve spent money on to find more joy or positivity, Gen Z focused mostly on food, clothes, skincare, and entertainment:
– 65% said food/dining
– 59% said clothes
– 57% said skincare products
– 44% said entertainment/streaming services
– 42% said tech gadgets
– 36% said day trips with friends
– 34% said stay-at-home activities like game nights/cooking/movie nights with friends
– 30% said social media appsIn 2021, these are the top cultural tendencies Gen Z wants to see less of:
– Cancel culture (24%)
– Violence (22%)
– Performative activism (19%)The top brands/companies Gen Z most want to work for were:
– Google (18%)
– Apple (8%)
– Fenty (8%)
