Self-expression, individuality, diversity – these buzzwords are constantly being thrown around in the fashion industry when it comes to discussions about capturing the youth market.
But perhaps, brands and labels should just be listening to Gen Z designers.
Daniel Ong, 23, says that everyone must stop obsessing with labelling things according to generations.
“Just wear what you want,” the young fashion designer from Penang says. “If something makes you happy, just wear it.”
Gen Zs – born between 1997 and 2013 – are coming into their own.
According to a 2024 report by NielsenIQ, this generation’s consumers will have the fastest growth in global spending power, reaching an estimated US$12tril (approximately RM53.6tril) by 2030 and overtaking baby boomer (born between 1946 and 1964) spending by 2029.
This has sent companies scrambling to understand what trends Gen Z shoppers like (it seems they don’t subscribe to any).
Ong, who has presented his collection at Penang Fashion Week and other big events, points out that fashion goes through cycles very quickly – and as such, there is no use in focusing on just one specific hype.
He says that young people are big on dressing in their own unique style, which means they don’t want to to be hedged in.
“Even if you wear clothes from a different era – say Y2k or the 1990s, who’s to stop you?” he adds.
“If you’re out thrifting and you spot a retro design, but you feel good when you try it on, go ahead and buy it.”
His past collections feature designs that are unconventional. He also likes to push boundaries, terming his creations as “a blend of art and fashion”.
Ong says that his parents were supportive of him studying fashion.
Having graduated in 2022, he has been busy with creating custom outfits for clients. His own fashion label is set to launch in the coming months.
Does being a Gen Z define your work as a designer?
I don’t see it really influencing me. I would like to think young people have varied tastes.
People from my generation just like whatever they want to like. They’re not limited to certain fashion looks.
Gen Zs are a lot more open minded in that sense.
For example, I always felt like I have the freedom to express my creativity – or experiment with different styles and aesthetics.
Is society now more open about accepting less-than-traditional career choices – for example, fashion design?
There are people who still think that being a fashion designer is not a good thing – but I would say they come from the older generation.
I have frequently received comments about whether I thought it through before studying fashion, but I take it that such questions are being asked out of concern for me.
Among my friends however, fashion design is seen as a perfectly fine job.
What is your take on trends?
Brands are always trying to find the next “in thing”.
If you look at TikTok, you will see certain fashion trends appearing and disappearing very quickly.
Once something goes viral, companies will quickly take note of it, with hopes of turning that into a profit.
I don’t look to social media for design inspiration. My creative process is very much organic.
Usually, I don’t even sketch. Whatever comes to my mind, I will just turn it into a garment or accessory.
Do you leverage on social media extensively to market yourself as a designer?
So, I actually find it more effective to do it the traditional way – that is, through going for events and introducing myself to people. That’s how I met my clients.
What I can say though is that when my label launches, it definitely will start with a big announcement on social media.
What about platforms like TikTok and Instagram changing the way fashion is consumed?
Social media didn’t exist at one time in the past. Back then, people would focus on fashion within their own friend groups or cultural communities.
But now, fashion is so global. You can easily look at runway creations as presented in another city across the world.
Read more: For millennials not knowing what to wear, here's fashion advice from Gen Zs
Big-name designers and brands are trying very hard to capture that Gen Z vibe – whether through designs or marketing campaigns. In your opinion, have such attempts been successful?
There are hits and misses, but this is the reality of life. Sometimes you fail, other times you succeed.
Even if a designer is not a Gen Z, I think they can perhaps hire someone from that generation to run their campaigns?
So it does not mean that you’re immediately locked out from one market segment by being of a certain age.
Do you look up to any fashion designers?
When I was in college, I would always tell everyone that Motoguo and Kittieyiyi are my “fashion parents”. Those two Malaysian designers have inspired me a lot.
I feel like they are very comfortable being “themselves”. They are not afraid to experiment.
Motoguo and Kittieyiyi are not Gen Zs, so I guess it is not the age factor that determines who appeals to me.
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