Authenticity Above All- The Gen Z Aesthetic
When I think of what the quintessential “Millennial” brand looks like aesthetically – I think of cohesive color palettes, sans serif fonts, clean lines, and simple carefully staged product images. These brands are often D2C, digitally native brands like Away and Casper with a strong presence on Instagram. It’s a very kind, serene aesthetic that was well-received by Millennial audiences who craved balance and wellbeing.
Harry’s, Away, Quip, Casper
The problem with this aesthetic is that it’s so overused that it has lost its effect. It’s almost as if brands are using mass-produced templates to design their brand identities. The look and feel of their advertisements, feeds, and websites are nearly interchangeable. And the next generation of consumers, Gen Z, are not having it.
Gen Z is extremely concerned about social and political issues and have a strong desire for self-expression. They are less interested in a “perfectly curated” feed and want to see more authenticity and celebration of flaws and un-doneness.
Brands that fit this aesthetic are beginning to break into the eCommerce world, with websites and feeds that dismiss “best practice”. Take Starface, a zit-sticker company that wants you to celebrate and draw attention to your blemishes. It conveys a bold, unapologetic retro vibe that makes the audience feel like they’re shopping on a late 1980s video game console.
Starface
Entireworld, a basics brand with a mission to democratize fashion without compromising ethics or quality, is leading the charge on the “anti-design” movement. Their website rejects traditional notions of navigation and image alignment in favor of an off-kilter, random vibe.
Entireworld
At first glance, the design of these digital experiences might feel uncomfortable or unsightly. However, these brands resonate with Gen Z because they are the antithesis of the highly manufactured, perfected brand image that has become non-distinct in an overly curated world. Zoomers want to see the brand for what it is: real, raw, unedited. As brands shift their focus to capture Gen Z’s attention, I’m curious to see how designers will release their grip on the perfectly-aligned status quo and allow a bit of ugliness to shine through.
The views in this article are purely my own. In no way is this article related to, informed by or endorsed by my employer.