Because The Future Matters

“Gen Z is fluid because, besides the restriction of gender labels constantly progressing to allow a more fluid world, we are also fluid in every aspect because we no longer ascribe ourselves and judge each other strictly. Generation Z being fluid emphasizes that we are still creating ourselves and we are allowing our generation to be limitless. To me, to be fluid is to exist in a full way. It means embracing my multiplicity of self, embracing the number of things I want to do, the way I want to do them, the complexity of my friends, the beauty of our collective individuality.”

- Nicolaia Rips

Social and environmental responsibility has never been more pronounce and important in our current generation. As we adapt to the changes that knock on our doors with increasing fervour, this seismic shift in awareness is a timely and welcomed affair. And for good reason—in 2018, we have been weighed down by waves of torrential outpours on the effects of climate change and the highly illustrious sustainable practices within the fashion industry. The recurring themes surrounding climate change, sustainablility and social awareness signals the shift within the mindset of growing savvy consumers who abide by a set of principles and beliefs that will not be easily broken by meticulously planned, fanciful marketing commonly seen within the beauty and fashion industry.