Gen Z
Learn more about Gen Z with the experts and editors at Who What Wear.
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I'm a Baby New Yorker—These 12 Perfumes Help Me Channel "NYC It Girl" Energy
What I'm wearing uptown and downtown.
By Maya Thomas
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I'm a Gen Z Editor—6 Summer Trends I'm Buying During the Nordstrom Anniversary Sale
As seen on TikTok.
By Ana Escalante
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I'm a 26-Year-Old Who Just Moved From Seattle to NYC—24 Beauty Must-Haves I Packed
You may be surprised.
By Maya Thomas
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According to TikTok, Classy Girls Who Go to Jazz Clubs Wear This Makeup Look
Consider us influenced.
By Maya Thomas
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The Coquette Aesthetic Has Its Hold on Gen Z—15 Pieces That Define the Look
Lana Del Rey fans will like this.
By Sierra Mayhew
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Gen Z Editors Agree This Coveted Trend Will Be Everywhere This Summer
Sponsor Content Created With SNIDEL
By Raina Mendonça
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I'm the Charlotte York of My Friend Group—20 Beauty Items on My Birthday Wish List
Gemini season is upon us.
By Maya Thomas
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When It Comes to '90s Beauty, Gen Z Can't Get Enough of Icons Like CBK and Sade
It girls only.
By Maya Thomas
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TikTok Influenced Me to Shop This Brand—Here Are the 16 Cutest Items I Found
Sponsor Content Created With Urban Outfitters
By Raina Mendonça
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These Gen Z–Approved Beauty Brands Tap Into Niche Aesthetics
Take my money.
By Maya Thomas
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Sofia Coppola's Films Are Providing Endless Beauty Inspo for Gen Z Fans
We're in our Coppola era.
By Maya Thomas
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Gen Z Says the Generational Divide Exists, But These 18 Brands Are the Bridge
We're doing the time warp.
By Maya Thomas
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Trust Us—These 6 Gen Z–Approved Trends Will Be Everywhere in 2024
Straight from the industry's youngest experts.
By Ana Escalante
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The 2023 Gen Z Gift Guide: 48 Items They Wouldn't Dare Return
All the best options in one place.
By Yusra Siddiqui
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For Gen Z, '90s Beauty Trends Still Reign Supreme—Here's Why
What a throwback.
By Maya Thomas
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I Swear Gen Z Is All About This Type of Top
Here are six cool ways to wear one.
By Jennifer Camp Forbes
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You're in, You're Out: 7 Gen Z–Approved Fall Trends You Have to See
These trends are my Roman empire.
By Ana Escalante
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Get In—We're Going Shopping: The 6 Cool Trends Gen Z Is Buying This Fall
The guide to what's cool right now.
By Yusra Siddiqui
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I'm a Gen Z Editor, and It's My Birthday—Here's Everything I Hope to Be Gifted
It's Virgo season.
By Raina Mendonça
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I'm a Gen Z Beauty Editor—Here's Every Product I'm Eyeing for My Birthday
It's got a little bit of everything at every price point.
By Emma Walsh
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We Just Looked Into Our Gen Z Crystal Ball—5 Cool Staples That Will Take Over
Maddie and Kenzie Ziegler know what's up.
By Sierra Mayhew
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I'm a Gen Z Fashion Editor—30 Finds That Have a Hold on Me This Summer
I'm losing sleep.
By Raina Mendonça
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I'm a Gen Z Editor Who Just Got Back From the Hamptons—Here's Everything I Wore
All of my best looks from my latest trip out East.
By Grace O'Connell Joshua
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7 Fashion Brands Gen Z Can't Stop Talking About (Including Me)
Get ready for the hottest Gen Z-approved brands that are making waves.
By Grace O'Connell Joshua
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These Are the Trends Gen Z Will Be Wearing in 2023—30 Editor-Approved Picks
All thanks to TikTok.
By Ana Escalante
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Gen Z Says: This Is What the Next Gen Is Saving, Wearing, and Shopping
From Gen Zers themselves.
By Ana Escalante
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I'm a Gen-Z Editor, and I Can't Live Without These 30 Basics
The best basics ever.
By Grace O'Connell Joshua
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Madelyn Cline Is Gen Z's Next Style Icon—5 Outfits She Wore I'm Drooling Over
Mimi Cuttrell does it again.
By Sierra Mayhew
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My Friends Always Ask Me Where I Find My Outfits—I Told Them These 10 Stores
These are the only brands that matter to Gen Z.
By Ana Escalante
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The Rise of the Weird-Girl Aesthetic: Here's What It Is and How to Get the Look
So true.
By Ana Escalante