The use of fashion as a medium of self-expression is an age-old practice. At a glance, personal style can offer onlookers a brief glimpse into one’s interests, values and culture, meaning that the way you choose to dress and the things you wear stand as a reflection of you. In recent years, a shifting fashion landscape has led to the emergence of a new trend in which Gen-Z blends traditional ethnic-wear pieces with predominantly Western clothing. No longer reserved solely for weddings, festivals or family gatherings, traditional clothing and jewellery pieces are now making their way into casual and streetwear styles.

BEHIND THE SHIFT

This radical acceptance of one's cultural roots and subsequent shift in style display a desire in newer generations for unique and meaningful fashion choices. Dupe culture and the ongoing homogenisation of everyday fashion have left people searching for more, tired of being offered the same minimalist pieces across various price points, with little to no variation amongst the clothing itself. Turning to ethnic wear gives Gen-Z consumers the chance to break away from this monotony. Ethnic pieces offer rich patterns, intricate craftsmanship and unique silhouettes not commonly found in Western clothing, all of which allow one to challenge the uniformity of mass-produced fashion whilst finding their personal style.

Existing somewhere within the relationship between clothing and identity is the connection between one’s political beliefs and their style.

Inherently, the social beliefs and values someone holds will impact the way they shop, what they buy and their overall consumption. Ethical fashion and sustainability are social movements continuously championed by Gen-Z, so it is no surprise that some would turn to pre-loved heritage and handmade pieces as a way to express their fashion identity. Rather than buying poorly-made disposable clothing, many choose to embrace garments passed down through generations and handcrafted designs that carry cultural significance. Aligning with values of sustainability and authenticity, younger generations seek out fashion that celebrates their heritage and stands the test of time.

Content creators and social media influencers have played a major role in this movement, gaining increased traction. By making the styling of ethnic wear more appealing and accessible to Gen-Z, its popularity is catapulted on platforms like Instagram, TikTok and Pinterest. By showcasing how to style cultural pieces in innovative ways, influencers inspire their followers to experiment with traditional fashion in everyday outfits. Viral styling videos, ‘Get Ready With Me’ clips and mood boards featuring fusion fashion help normalise the idea of mixing ethnic elements with contemporary streetwear. Not only do these videos serve as style inspiration, but viewers of colour can feel represented. Acting as a unifying force, fashion allows connection between them and relatable public figures.

As global societies experience shifts toward conservatism in various cultural and political spheres, many people are turning to fashion as a means of reclaiming and expressing their heritage with pride.

For Gen-Z, wearing ethnic clothing is more than just a style choice—it’s an act of cultural affirmation and resistance against invalidation. By incorporating traditional garments and jewellery into their everyday outfits, they actively preserve their roots and push back against narratives that may marginalise or downplay cultural diversity. Wearing items of both cultural and political significance, like keffiyehs, bindis or Ankara prints, becomes a way to assert one’s heritage proudly in spaces that may not always celebrate it. In a world where cultural expression can be politicised, Gen-Z is using fashion to take ownership of their narratives and redefine what modern identity looks like.