Gen Z is redefining the question of luxury. Generation Z, those born between 1997 and 2012, is bringing a fresh perspective to the fashion industry.

Due to their upbringing in an age where environmental awareness and climate change are major concerns, they now prioritise sustainability when making purchases, with resale being their preferred sustainable alternative.

Gen Z is actively dabbling in the pre-owned luxury market, which refers to the buying and reselling of high-end, "pre-loved" products that were produced or distributed by luxury brands. These products can range from designer clothing, handbags, shoes, to jewellery.

Due to the reputation and quality associated with luxury brands, these items are resold at a lower price than their original retail value, but they still hold significant value.

Purchasing pre-owned luxury items is often seen as an environmentally helpful choice because it reduces waste and extends the life of well-made, long-lasting objects.

As the trend is gaining traction in South Africa, social media influencers including reality TV personality Faith Nketsi, model Jessica Mkhize, and singer Paxton Fielies are contributing to its growth.

‘’I want to show my followers that you don’t have to sacrifice style for sustainability.

“Sustainable luxury is about making smarter, more conscious choices. I hope to inspire others to consider the impact of their fashion choices and opt for pre-owned pieces,’’ says Fielies.

Mkhize adds that if all celebrities wore pre-owned designer items on the red carpet, it would be educational, proving to their followers that being eco-friendly can also be trendy.

Michael Zahariev, co-founder of Luxity, a boutique store focused on buying and selling pre-owned authentic luxury goods, has explored how Gen Z’s focus on sustainability is fuelling the rapid growth of the pre-owned luxury market.

‘’Social media has played a crucial role in shifting perceptions about pre-owned luxury, especially with 97% of Gen Z consumers using these platforms as their top source for shopping inspiration,’’ says Zahariev.

He adds that though demand for pre-owned luxury goods has surged globally, affordability has been a challenge in South Africa.

However, younger South Africans can now join in on this trend due to growing knowledge of the advantages of being environmentally friendly and the introduction of flexible financing alternatives.

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