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COLLECTION

Spring Summer 25

When we start every Bossa denim collection we think about cultural trends and influences. We want to fit our denims in the consumers movements and directions. So we create frames covering the different aspects of the denim/jeans trends. We fill these frames with our ideas, our innovations.
This season we divided the collection in 3 groups:
Garden of Denim:
Our closets are like gardens, and every piece of clothing is a seed that we plant in our lives. But when it comes to denim, it's like planting a perennial flower that grows with us year after year. Jeans are a timeless classic that never go out of style, and they hold a special place in our hearts and wardrobes. Each pair of jeans tells a story, whether it's the first pair we bought with our own money or the pair that we wore on a special occasion. As we wear our jeans, they begin to take on our unique shape and style, becoming an extension of who we are. They become a part of our identity and a symbol of our journey through life. Just like a garden, our closet of denim is constantly growing and evolving, and each pair of jeans we add is a reflection of our experiences and personal growth. And just like tending to a garden, taking care of our denim ensures that they will continue to grow and flourish with us for years to come.

In Jeans We Trust:
Jeans have been a staple in fashion for decades and for good reason. They are versatile, comfortable, and always on-trend. But beyond their style appeal, jeans also have a significant impact on our confidence levels. Whether it's a pair of perfectly fitting skinny jeans or relaxed boyfriend jeans, there's something about slipping into a pair of denim that just makes us feel good. Jeans have the power to enhance our best features, accentuate our curves, and make us feel effortlessly stylish. When we wear our favorite jeans, we feel like we can conquer the world. They are a symbol of youth, rebellion, and freedom, and they brighten up our lives by reminding us to be confident and comfortable in our own skin. So, it's no wonder that we put our trust in jeans and turn to them time and time again to give us that extra boost of confidence.

Natural Roots:
Fashion has always been heavily influenced by nature, with designers drawing inspiration from the colors, textures, and patterns found in the natural world. From earthy browns and greens to vibrant blues and yellows, the natural palette provides endless possibilities for creative expression. Natural fibers such as cotton, wool, and silk have long been used to create clothing that is not only beautiful but also sustainable and durable. The use of natural dyes, derived from plants and minerals, adds to the connection between fashion and nature, highlighting the importance of preserving our environment. Overall, fashion and nature are deeply interconnected, with the natural world providing endless inspiration and resources for designers to create beautiful and meaningful clothing.

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COLLECTION Spring Summer 25 When we start every Bossa denim collection we think about cultural trends and influences. We want to fit our denims in the consumers movements and directions. So we create frames covering the different aspects of the denim/jeans trends. We fill these frames with our ideas, our innovations.

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IH : UN Sustainability Goals: 5. Gender Equality 

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IH : UN Sustainability Goals: 5. Gender Equality 

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The concept behind the handbook is to create a behind the scenes that educates yet draws our consumer into the brand Seyage, whilst being involved with the brands approaches to responsible production, equality and justice.

Seyage has a target consumer which is female based, with a wide age range. Meaning to Seyage our key UN goal is Gender Equality, this will allow our consumer to feel in touch with the brand.

As well as women being our target consumer, it is also a factor that women who live in working class or in lower economical backgrounds build the foundation of managing natural resources like water, forests and land. By encouraging this can lead to even more effective management.

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Kerings approach to sustainability and how it can impact Seyage's approach.   IH

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IH:  KERING, French  multination holding company over luxury brands & the forefront of sustainability

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IH:  KERING, French  multination holding company over luxury brands & the forefront of sustainability

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To get an idea of how Seyage can enforce UN goals into the production and the brands image, i researched into companies that have taken action in the goal of ending discrimination towards women and girls.

I came across Kering, when i was scrolling on Instagram as the holding company for luxury brands like Gucci, Bottega and many others.

Because our aim for Seyage is to be a luxury brand at the forefront of sustainability, Kering

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In this report, it clearly states that Kering has aims for salary equality by 2025.

This has shown reliability to the company as 7 out 11 of the board members for Kering are female.

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IH: Fibre Tracing Technology: Circularity economy 

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IH: Fibre Tracing Technology: Circularity economy 

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Assessing Tracer Technologies to Boost Traceability - Fashion for Good

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Today Fashion for Good and Textile Exchange jointly release “The Textile Tracer Assessment”, a detailed guide of physical tracer technologies applicable to the textile supply chain. With the increasing importance placed on fibre provenance, authenticity and production, and the growing number of technologies available, the assessment provides fashion ecosystem stakeholders with an overview to evaluate and determine which tracer technologies would best suit their sustainability and operational needs.

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Lab-Grown Indigo: The Science Behind Sustainable Denim - AIWiseDenim.com

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Lab - grown indigo represents a significant step forward in the pursuit of sustainable denim production. The science behind it, based on microbial engineering and fermentation, offers a more environmentally friendly and consistent alternative to traditional indigo. Real - world cases show that this technology is already being adopted by major fashion brands.

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What is traceability? - Fashion for Good

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Traceability means knowing who, when, and how each piece of a garment is made, allowing us to trace it back from source to consumer, providing visibility of the fashion supply chain and enabling improved sustainability governance by industry players

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PEOPLE:

RE/DONE’s mission is to restore individuality to the denim space, to reimagine iconic American heritage, and to cultivate responsible innovation.

Launched in Downtown Los Angeles in 2014 by Sean Barron andJamie Mazur, RE/DONE started with a simple idea of taking the old and making it new again, bringing the revolutionary concept of up-cycling to the forefront of the industry

RE/DONE manufactures much of its denim in Los Angeles, working with ethical production facilities that meet labor and safety standards.

The brand values transparency, with a supply chain that supports fair labor and domestic job creation.

In 2014, RE/DONE began with the original concept of upcycling vintage Levi’s into modern fits, employing preloved raw goods to create brand new styles while extending the life of stagnant stock. Each style is reconstructed by hand and is meant to stand the test of time. RE/DONE sources their vintage Levi’s from raghouses around the United States, handpicking each pair, buying thousands of discarded jeans at once. The production of RE/DONE | Levi’s styles use no water aside from the initial sanitization process of raw goods.

Known for upcycling vintage Levi’s, RE/DONE’s model avoids new fabric production and extends garment life—reducing water, chemical, and energy use.

PLANET:

In 2019, RE/DONE completed a complete overhaul of their packaging and trim and replaced all hang tags on garments with versions made from 100% recycled, and recyclable, cardstock. Additionally, all plastic poly bags used to individually wrap garments were overhauled and replaced with biodegradable versions made from corn.

PRICE/PROFIT:

Their value comes from vinatge-remade jeans that can be seen to be sold at premium prices, and prove profitabilty through sustainabilty and circularity. There collabs also help this such as levis, hanes etc.

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OUR STORY OUR FOUNDERS Sean Barron, Co-Founder and CEO of RE/DONE Jamie Mazur, Co-Founder of RE/DONE Born and raised in Los Angeles, the local culture proved to be an integral foundation in shaping Sean’s personal style, passions, and path as a leader in the fashion industry. Surrounded by dive

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Below, we've outlined more denim brands designed with the planet in mind, from a first-of-its-kind biodegradable jacket to a hemp-blend stovepipe. In addition to "voting with your wallet," it's worth pointing out that jeans were literally invented as workwear back in 1873; they're meant to last a few years, if not a few decades. So invest in the pairs you really love, wear them often, and take pride in the rips, the frayed edges, and the faded washes.

AG's new denim capsule is fittingly called "The Jean of Tomorrow." In a blend of organic cotton, lyocell, and hemp, the jeans and unisex jacket feature no metal rivets-Tencel threads hold the fabric together instead-and in lieu of metal buttons, they used corozo nuts. The size and care tags were also replaced by screen-printed, soy-based ink. The goal was to create jeans that were 100% natural and biodegradable, so they can eventually be composted and return to the earth.

AG hopes the project can be a model for the entire denim industry in the future: "There is a responsibility for big companies with large manufacturing programs to step up and adopt more eco-friendly processes," Samuel Ku, AG's president and creative director, said in a release. "It takes wide-scale investment and adoption to really move the needle in terms of impact, as well as drive down the costs of sustainability so that we can see it become the new norm for all brands."

Frame has introduced a ten-piece denim collection called Pure Denim. They're made with 100% biodegradable organic cotton that uses 98% less water in its production process compared to traditional denim processes.

Slvrlake 's Louise Edgley is addressing the problem of cotton by trying something else: hemp. As one of the fastest-growing plants on earth, it can be easily grown without pesticides or fertilizer, requires a fraction of the water needed to grow cotton, and is 100% biodegradable. Edgley's signature London and Beatnik jeans now come in a soft and durable cotton and hemp blend with a distinctive baby-blue wash.

In addition to selling her reworked vintage jeans at global retailers and sustainable fashion sites like Rêve En Vert, E.L.V.'s Anna Foster introduced a made-to-measure program in 2020 so customers can have a pair of jeans made to their exact specifications.

Along with lower-impact cellulose (i.e., wood pulp) fibers, DL1961 jeans are made with certified-organic cotton and clean indigo dyes that reduce water use and create no harmful byproducts. The vertical integration of its factories also means there's less shipping and packaging involved in manufacturing each pair of jeans, reducing both DL1961's carbon emissions and, ultimately, the cost passed on to the customer.

Los Angeles label Ética counts itself as one of the only manufacturers to be certified for global impact, clean industry practices, and social responsibility. They've committed to above-average labor standards and avoid using toxic chemicals in their supply chain.

Hillary Justin started her label, Bliss and Mischief, by updating vintage jeans with Western motifs and gigantic rose embroideries, and they were such a hit that she was able to expand into a full line of T-shirts, jumpsuits, and knits. In 2017, she introduced brand-new jeans that fit like vintage, dubbed the Collector Fit. They were an instant success-though they weren't exactly new. Every pair is made from deadstock denim sourced locally in Los Angeles. Like any vintage pair, they get better with age; as her website says: "BAM denim is meant to be worn...and to be loved."

Also in Los Angeles, Jordan Nodarse founded Boyish Jeans as a resource for vintage-inspired jeans that are kind to the earth. His jeans are made with certified-organic and vegan materials like cotton and Tencel and plant-based dyes that use less water, and he often incorporates deadstock materials.

Re/Done launched in 2014 with an ingenious concept: vintage men's denim reworked for women's bodies. Since then, the company has grown to include new jeans, vintage-inspired T-shirts, dresses, suiting, and a full men's line. Earlier this month, the brand also announced its new peer-to-peer secondhand marketplace where customers can buy and sell their Re/Done jeans, T-shirts, blazers, and more.

Paris label Sézane is beloved for its affordable, vintage-inspired jeans, but founder Morgane Sezalory is newly focused on sustainability. Last year, she reorganized her denim production to include 100% GOTS-certified organic cotton, eco-friendly washing, recycled water, and laser detailing in lieu of chemical treatments. They still have the "shaping effects" of her original jeans and are nicely priced at $125.

Citizens of Humanity is a favorite for many fashion editors, both for its fashion-forward silhouettes and soft, high-quality denim. There's always a new jean to love, but the brand's new organic-cotton collection is a particularly exciting development. Some of Citizens' most popular fits, like the Annina trouser, now come in 100% organic cotton and use water-saving, energy-reducing technology. Citizens of Humanity also owns two other denim labels, Goldsign and AGOLDE, which are making similar strides in organic fabrications, laser treatments, and ozone washes, which reduce energy and water use.

In an ongoing effort to reduce its environmental impact, Prada just launched a new sustainable experiment: a capsule of 100% organic cotton denim. The indigo shirts, high-rise jeans, minidresses, and bra tops come in GOTS-certified organic cotton that was dyed and finished with water-saving technologies. The ideal complement? A backpack or bucket hat from Prada Re-Nylon, the house's collection of iconic '90s pieces in regenerated nylon.

Did you know your stretch jeans are made of plastic? It's the main ingredient in stretch fibers like Spandex and Lycra, but last year, Triarchy's Adam Taubenfligel developed a natural alternative with the Italian mill Candiani: rubber fibers. Triarchy's new "plastic-free skinny jean" feels as stretchy and supportive as any you've tried, but the denim is woven with ultra-fine strands of rubber, not plastic. If you aren't into stretch, the brand's 100% cotton styles are also made to the highest sustainable standards with organic materials, natural dyes, less water, and less energy.

Los Angeles label Edwin makes some of the best vintage-inspired jeans, but what you may not know is that every pair is made at Saitex, one of the world's largest and cleanest denim manufacturers. Saitex recently opened a new factory in Los Angeles, where Edwin is now exclusively producing its collections (bonus: less transportation emissions). Described as "a factory of the future," the facility comes with everything a brand needs to create a lower-impact jean: laser technology, semi-automatic sewing, a water recycling system, and more. Should you stop wearing any of your Edwin jeans, the brand will even take them back to be reworn or recycled (and you'll get a $20 credit to the site).

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15 Sustainable Denim Collections You Should Know About Now

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Denim is considered one of fashion's most environmentally-damaging categories, but these brands are reducing their impact with biodegradable fibers, plant-based dyes, and more.

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AG’s new denim capsule is fittingly called “The Jean of Tomorrow.” In a blend of organic cotton, lyocell, and hemp, the jeans and unisex jacket feature no metal rivets—Tencel threads hold the fabric together instead—and in lieu of metal buttons, they used corozo nuts. The size and care tags were also replaced by screen-printed, soy-based ink. The goal was to create jeans that were 100% natural and biodegradable, so they can eventually be composted and return to the earth.

AG hopes the project can be a model for the entire denim industry in the future: “There is a responsibility for big companies with large manufacturing programs to step up and adopt more eco-friendly processes,” Samuel Ku, AG’s president and creative director, said in a release. “It takes wide-scale investment and adoption to really move the needle in terms of impact, as well as drive down the costs of sustainability so that we can see it become the new norm for all brands.”

PEOPLE:

AG Jeans owns and operates vertically integrated factories in Los Angeles, giving them direct control over worker conditions and wages.

Emphasizes worker safety, transparency, and fair labor through in-house production instead of outsourcing.

PLANET:

invested in eco-friendly technologies, including Ozone washing, laser finishing, and water recycling systems that reduce water consumption by up to 95%.

Introduced the AGood Karma initiative to implement solar power, recycled fabrics, and biodegradable packaging.

AG’s decades of progressive experience have led to industry-wide adoption of environmentally conscious design and construction including Ozone technology, laser finishing, solar energy, and water recycling.

PRICE/PROFIT:

AG Jeans is an  Apparel related company based in California with 641 employees and an estimated revenue of $140.5M by CompWorth.

https://compworth.com/company/ag-jeans

AG Jeans has 641 Employees

AG Jeans grew their employee count by 5% last year.

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AG Jeans is a premium denim and knitwear house leading the sustainable manufacturing movement with innovative technology and eco-minded processes. In 2000, two powerhouses of the denim industry brought their visions together and founded AG Jeans in Los Angeles, California. Nicknamed the “Godfather of denim,” Adriano

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APPROACH:

As a progressive luxury brand, Stella McCartney has always looked to the future.

We strive to create the most beautiful and desirable products with the least impact on our planet. Our conscious values are the leading inspiration behind our products and innovations.

We are pioneering a conscious luxury mission to create fashion that does not compromise on desirability or sustainability and that holds us accountable to our values.

MATERIALS:

Hydefy: Fungi-based, vegan alternative to leather

Hydefy is an animal-free, planet-friendly and vegan fungi-based textile making its fashion industry debut, taking the shape of our new Ryder bag at the Stella McCartney Summer 2025 runway show.

BioCir® Flex

Discover how BioCir® Flex, a non-toxic, compostable and biobased alternative to conventional plastics benefits both people and planet.

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Sustainable Clothing | Ethical Fashion | Stella McCartney UK

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Staying true to ethical fashion, Stella McCartney’s sustainable clothing initiative aims to be a positive impact on people and the planet. Learn more!

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new alternatives to leather

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EB: Stella McCartney x 886 by The Royal Mint

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EB: Stella McCartney x 886 by The Royal Mint

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We launched an exclusive edit with 886 by The Royal Mint at our Summer 2025 runway show during Paris Fashion Week. Inspired by the presentation’s bird theme and ‘Save What You Love’ manifesto, each wearable dove sculpture is cast in gold and silver repurposed from electronic and medical waste. By using second-life materials and keeping the supply chain within the UK, these are amongst the sustainable jewellery pieces in the world.

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Two iconic brands come together in collaboration for sustainability, preserving resources, and reusing overlooked waste. Sustainable fashion’s favourite eco-friendly luxury giant, Stella McCartney, and 886 by The Royal Mint, the first exclusive jewellery brand to create gold from e-waste, have teamed up to create repurposed jewellery for the Summer 2025 collection. 886 was created by the oldest coin maker in the UK, with over 1100 years of history. The best of two different worlds - mindful fashion and heritage, meet for a sustainable partnership.
So what’s so special about this jewellery? These designs have a story to tell, one that begins from an unexplored place, as they are made from gold extracted from discarded circuit boards.
Yes, you read that right and did you know that computers contain gold? The very same circuit boards that power our laptops and smartphones, contain tiny amounts of gold. But when these devices reach the end of their lives, most of them end up in landfills, harming the environment. And no, we’re not kidding, circuit boards contain tiny amounts of gold. Here’s an intriguing fact - Dell, the tech giant, once created rings and cufflinks made from recycled circuit board gold (check out our blog on repurposed precious metals for more unique finds).
Dell revealed that two hundred laptops would extract five troy ounces of gold (around 155 grams). Hold on to that thought. Globally, e-waste is rising by 2.6 million tonnes every single year, going to waste. There are two major reasons for this: (A) the sheer number of new devices being produced and (B) the enormous amount of waste left behind. Okay, so, why do you need to know this and why should we care? Because mining gold and silver consumes Earth’s resources, the smelting process is energy-intensive, and the pollution of air and water that comes with it is potentially harmful to the environment and it also involves exploitative labour practices. E-waste into gold could be THE ultimate alternative repurposed jewellery. What if we could give these materials a second life instead? This collaboration is proving it’s possible.
#SaveWhatYouLove
Stella McCartney’s Summer 2025 collection carries a powerful and timely message, ‘Save What You Love.’ This special bird-themed collection is inspired by author Jonathan Franzen’s book The End of the End of the Earth, which discusses climate change and the environmental crisis.
This grand collaboration, the one we didn’t know we needed, is said to be Stella’s vision, which was brought to life in jeweller’s wax by Dominic Jones and then handcrafted at The Royal Mint. From the very beginning, Stella McCartney has stood for ethical and cruelty-free fashion. Unlike many luxury brands, they do not use leather, fur, or animal-derived materials. The fashion industry is one of the biggest polluters in the world, but brands like Stella McCartney are proving that it doesn’t have to be this way.
The Royal Mint, on the other hand, is the oldest official coin maker in the United Kingdom, established in 886 AD. In 2022, they launched 886 to create sustainable jewellery using recycled gold and silver from discarded e-waste and x-rays.
And speaking of silver…
We already covered gold, but The Royal Mint goes even further by extracting silver from a completely unexpected, mind-blowing source. Moving from tech devices to the medical field, they extract silver from old medical X-ray films.
Hospitals discard X-ray films once they’re no longer needed, and instead of sending them to landfills, The Royal Mint recovers silver from them. Quick Facts on How It’s Made:
- Every week, 70 tonnes of electronic waste are processed to recover the gold.- The silver is sourced from discarded X-rays from hospitals in the UK and Ireland, keeping them out of landfills.
Take a small peak on how they are made here.
The weight of carrying so much history and then shifting towards a conscious practice of reusing these metals is incredible. These two extraordinary brands have created repurposed luxury.
Even Cate Blanchett, actress and sustainability advocate, has already been spotted wearing the recycled gold dove pendant from this collection. Luxury can be conscious and responsible, like this partnership. This could be the future. And it should be the new norm. Not just another trend that fades with time. The practice of reusing, repurposing, and making use of existing resources with sustainability in mind must be the way forward.

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Approach:

At Gucci, we are moving forward into the coming decades with an ongoing commitment to reinforce our culture of purpose, demonstrating our values through innovative pathways towards social and environmental sustainability.

Powered by creativity and collaboration, we are reducing our environmental impact and helping to protect nature, while supporting people’s rights and championing inclusivity and respect,

These environmental targets are not just about reducing our impacts as much as we can, they are also about creating sustainable supply chains so that we can help protect and restore nature for the future.

Developing new eco-friendly sourcing solutions, raw materials and processes by applying disruptive innovation.

Maintaining 100% renewable energy in accordance with the RE100’s guidelines after achieving this objective in 2022.

Minimizing the impacts across our value chain, starting from raw material production

Materials:

Eco-friendly leather:

Gucci is taking a very strategic approach for all the raw materials found in its collections: from adhering to our ambitious standards, which ensures sustainable sourcing and processing, to innovating new solutions where we need them the most. Leather is no exception.

Guaranteeing the ethical treatment of people working in the supply chain

Avoiding the degradation and destruction of natural ecosystems

Plastic free:

We have since launched various programmes to minimize our plastic consumption and we are constantly looking for new ways to further reduce it.

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Our commitment to reduce our impact on nature led us to launch "Gucci-Up" in 2018, a project dedicated to the recovery and creative reuse of leftover materials from manufacturing.

Our contribution to the circular economy has strengthened in recent years and, with Gucci-Up, it is being incorporated more and more through new collaborations and innovations.

"Up" stands for "upcycling", which technically means "giving value" to items that are traditionally considered as waste and turning them into resources; raw materials that can be used again and again in new production cycles. In upcycling, waste is transformed through repurposing, repairing and remanufacturing in a way that increases their value, giving it a second life or a virtuous recovery because it makes the most of natural resources and avoids waste going to landfill.

With Gucci-Up, obsolete or out-of-collection materials, scraps and waste generated by our production processes become a precious resource that triggers a new process of regeneration; a process that contributes to the reduction of environmental impacts but also in the creation of positive impacts for the community through the involvement of social enterprises.

High-quality leather and textiles that are no longer used in our production have the possibility of extending their life cycle through different destinations: they are put back on the market or donated to social enterprises for use in socially responsible projects.

In recent years we have set up several specific TAKE BACK and re-use programmes for leftover materials from manufacturing. These initiatives have led to considerable environmental savings associated with the decreased purchase of new raw materials.

Some examples:

In 2022 alone, we collected 648 tons of leather and textile leftovers from Gucci's suppliers totalling 2,171 tons between 2018 and 2022. We've also regenerated 67 tons of metal scraps, equalling 271 tons since 2018, and our material donations amounted to 48,000 meters of fabric in 2022 and 65,000 meters since launching the initiative. We will continue to expand our Gucci-Up programme and also find further innovative ways to upcycle our leftover materials.

Regeneration and recycling of textile waste from our supply chain achieved through a partnership with Green Line, a company specializing in the collection and recycling of textile scraps.

Regeneration of leftover materials from the Gucci Off The Grid ECONYL® scraps are recovered from the production of Gucci Off The Grid and then recycled to create new ECONYL® materials as part of the "GUCCI-ECONYL® PRE CONSUMER FABRIC TAKE BACK PROGRAM".

Collection and reuse of industrial packaging. From 2019, we have reused protective boxes for transporting our accessories to reduce the number of new boxes we make. This is a relatively simple step with the potential for huge impact. In 2022, Gucci has been able to reuse 360,000 boxes, which meant we avoided using 44 tons of plastic for industrial packaging and 175 tons since we launched the programme in 2019.

Promote upcycling through all our discontinued non-branded fabrics and leathers, reusing internally or through external channels, such as donating these materials to non-profit organizations. Starting in 2020, we developed an environmentally friendly process to remove logos or other customizations from leather. In addition, as far as metals are concerned, all accessories are destined for recycling.

Extending into the community, Gucci-Up also contributes to the creation of entrepreneurial projects through partnerships with non-profit organizations that support disadvantaged people: women, migrants, people with disabilities. These partnerships translate into stories of emancipation, empowerment, redemption and innovation. Different stories, but all of them characterized by sustainability and a positive social impact. Discover some of their stories.
...see stories (Quid, Colori Vivi)

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Our commitment to reduce our impact on nature led us to launch "Gucci-Up" in 2018, a project dedicated to the recovery and creative reuse of leftover materials from manufacturing. Our contribution to the circular economy has strengthened in recent years and, with Gucci-Up, it is being incorporated more and more through new collaborations and innovations.

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Approach:

Bottega Veneta products are made to last for generations, with an uncompromising approach to durability and quality. As such, sustainability is intrinsic to our history and our values.

we uphold the highest sustainability standards in the luxury industry.

Our commitment is to prioritize value over volume and to decouple economic growth from material usage, embedding our vision of modern and responsible luxury, with Made in Italy savoir-faire at its hea

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-- Internal Accountability : In 2021, Bottega launched the Green Atelier App, an internal tool evaluating every product on five sustainability indicators tied to materials and supplies. 10% of annual employee bonuses are linked to sustainability targets, shifting sustainability from a corporate slogan to a measurable KPI driving behavior.

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7 Strategic Principles that define Bottega Veneta’s Philosophy: “When Your Own Initials Are Enough”

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In a time where quiet luxury is trending and logos are starting to feel like walking billboards, minimalism is the new elegance. From the very beginning, they built their identity on subtlety, letting material, design, texture and craftsmanship do the talking.

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This word document displays Seyages strategy towards the ever growing goal of responsible circularity. Because the brand is traditional French chic, enforced with a modern production process and modern silhouettes and denim to appeal to the 21st century consumer.

Meaning that with rebellious boutique like designs, comes with a modern circularity process.

We have decided that AI and technology will play a huge factor in the foundation of our circularity.

AI as a key factor allows the production process to prevent the wastage of materials in the sampling stages. Whilst creating the most accurate silhouette using prototyping. This is why I have called it the progressive circularity economy because of the use of AI.

A lot of the circularity process has had inspiration from Kerings sustainability steps. With a combination of Seyages values of transparent production, modular denim (denim that can be detachable, because our concept is for the denim to be from day to night for women) and afterlife of denim collaborating with female designer, giving back to the female community, directly relating to UN Goal 5.1

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IH : Parisian Boutique/  French Clothing Market in UK 

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IH : Parisian Boutique/  French Clothing Market in UK 

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I think before creating a Parisian denim brand it is the key factor to look at the French clothing and brand market we currently have in the UK.

“After Paris, London is the second city where our online customers are based. It is a global city, with many French residents. However, we needed to establish the brand firmly before expanding to the UK.”  - @uk.fashionnetwork.com

This source signifies that there is an incredibly high demand for Parisian style and brands in the UK.

This could be influenced by the fact that Londoners have a growing interests with effortless chic, this arising classic coming back into fashion post COVID.

As well as this, the Parisian culture holds quotations of romanticism and the cultural individuality.

French fashion is perceived as alluring, quiet luxury and overall the style of Parisians creates a woman to step into a character of cosmopolitain and have a sense intimacy women use the style of express themselves in.

French labels offer both eco-conscience crafts whilst being sensual. This directly relates to a London consumer who wants luxury that is eco-friendly.

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French lingerie brand Ysé opens first London boutique

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French lingerie label Ysé, founded in Paris in 2012 and known for its chic, comfortable styles, continues its retail expansion with a first UK boutique on King’s Road, London.

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IH: French Apparel Market Size and Trend Analysis, Retail Channel, Consumer Attitudes, Brands and Forecasts

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IH: French Apparel Market Size and Trend Analysis, Retail Channel, Consumer Attitudes, Brands and Forecasts

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'Turn products into living assets through digital IDs: under the Ecodesign for Sustainable Products Regulation (ESPR), digital product passports will gradually become mandatory from 2026. Beyond compliance, use them to build resale markets, deepen product storytelling and extend the lifetime value of ownership.' - source WGSN

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WGSN is the global authority on change, using expert trend forecasting combined with data science to help you get ahead of the right trends.

We do this through consumer insight, product design direction and trading strategies so you can create sustainably and land the right trends at the right time to maximise sales.

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Trend Forecasting & Analytics 2023-2031 | WGSN

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WGSN is the global authority on change, using expert trend forecasting combined with data science to help you get ahead of the right trends. We do this through consumer insight, product design direction and trading strategies so you can create sustainably and land the right trends at the right time to maximise sales.

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'Provide consumers with repair and resale services.'

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Rethink the material and design cycle: make regeneration a core quality of products and services. Explore biomaterials – materials derived from, inspired by or designed to interact with living biological systems. Integrate biomaterials into products or replace polluting ingredients and materials with them.

Brands have a strategic opportunity to invest in biomaterials and bio-fabrication to reduce waste and promote circular production and consumption, while also reducing costs and improving business resilience. By 2027, circular business models will create new revenue streams, giving brands a competitive edge and delivering profitability and resilience superior to linear systems: 73% of global business leaders expect circular strategies to improve their revenue (World Economic Forum). By 2050, a circular economy could create a net financial benefit of $108.5bn per year by reducing waste through sustainable practices (United Nations Environment Programme)

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source: https://www.wgsn.com/insight/article/6657686b896d82c257f645d5

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Intelligence_ Circular Packaging 2026 - WGSN Insight

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IH : Vogue article, conversation of transparency

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IH : Vogue article, conversation of transparency

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This article highlights that transparency is about trust. And although this is beneficial for the consumer as well as the company, the gears haven't been fully put into place yet.

Analyzing the article made me realize that the transparency of our brand needs to be the stepping stones and not something decided at the end, being part of the brands DNA at the beginning of building the brand is key because building trust with the consumer creates a consumer loop and loyalty.

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"It's all your fault," Simon Collins, founder of Fashion Culture Design and self-proclaimed provocateur, told the Copenhagen Fashion Summit of the damage the industry, which is the second most polluting industry after the oil industry, has done to our planet. "Accept that and do something. Don't have a meeting, don't have an idea... You don't win if you feel righteous".

Margrethe Vestager, European commissioner for competition, seconded his call to action, referring to the world's leading business event on sustainable fashion as a "summit for change, a summit for solutions". She reminded the industry of its collective responsibility to think about the effects of its choices, because fashion will never be separate to society. One single garment, for example, doesn't just affect the person who wears it, the choice to purchase that garment affects the workers who earn the right to a fair wage, the workers who don't want to fear for their lives in factories, the workers who need clean air and water, and everyone around the world whose future depends on cutting carbon dioxide emissions. "Sustainability has to be built in every part of change," Vestager told the summit. "It has to be fundamental. It's not for the fainthearted, but I don't think anyone would accuse fashion of being fainthearted."

Transparency and traceability are enablers of change, but the industry must read from the same definition of these terms, which have become buzzwords. Transparency, Leslie Johnston, executive director of the C&A Foundation, affirmed is the "disclosure of information in a standardised manner that enables comparison". Traceability is the "ability to discover information as to when and how a product is made." If transparency is all about trust, then traceability is about accountability.

"Transparency is the first step towards a different culture, one where brands become open and accountable, and customers are ready to become vigilant and ask, 'who made my clothes?'" expanded Orsola de Castro, founder and creative director of Fashion Revolution. "Transparency provides an open door. We can't fix what we can't see... We need to make it as easy for us to see the clothes as it is to buy the clothes."

The conversation between brands and customers is a step in the right direction, because until now, de Castro said, there was no conversation. Amanda Nusz, vice president of product quality and responsible sourcing at Target Corporation, adds of forming a company-customer alliance: "It's not only good to do, it's good for business... people will be loyal to ethical brands."

But, if transparency is a win-win for both consumer, corporation and the planet, then why is it not happening? The decision has to come from the top, Nusz advised, because it requires a high level of resources and time. It's not a box ticking exercise that can be paid for and filed away under jobs done, it's about implementing a "holistic programme", looking at the issues that are getting in the way of transparency, making transparency a part of the brand's DNA, and educating and empowering the staff. "Sustainability [has to be] in the room at every meeting at the company," Mark Walker, Outerknown CEO, said of his ethical start-up, which made transparency the core of the LA-based brand's ethos or "vibe" when it launched three years ago.

But most "brands don't trust it and haven't tried it for long enough," de Castro continued. "The fashion industry is built on secrecy, elitism, closed doors and unavailability. [Transparency] is disrupting the fabric of the fashion industry as we know it."

Many brands and manufacturers have been making motions towards supply chain transparency, particularly in the aftermath of the 2013 Rana Plaza disaster, which was a "never again" wake-up call. But, the question has to be, how does the industry work together? "It's too big to tackle alone," Nusz explained. Mostafiz Uddin, founder and CEO of Bangladesh Apparel Exchange, agreed that there needs to one set of standards to follow, so that each company doesn't start from scratch. "We need to communicate in one language about transparency," he said, and have "standardised information" that customers can understand too. Cecilia Strömblad Brännsten, H&M Group environmental sustainability manager, who outlined H&M's end goal to become 100 percent transparent, agreed that we must "align on a common vision and agenda and set industry targets."

Ebru Ozkucuk Guler, senior CSR executive at ISKO, the leading manufacturer in sustainable denim, has completed Life Cycle Assessments for all 25,000-plus of its denim fabrics in order to fully understand the environmental footprint of each fabric from fibre to finished product. These environmental product declarations can be viewed by anyone online, and in November it will share a set of Product Category Rules, so that other manufacturers can establish eco and socially conscious supply chains using the data.

Geraldine Vallejo, Kering sustainability programme director, supported this notion of sharing knowledge and innovation: "If you only focus on your own efficiencies you're missing the point." Kering has implemented the Clean by Design programme across tier one of its brand suppliers, and is in the process of expanding the Natural Resources Defense Council-implemented scheme to the upper tiers. Burberry, who were represented at the summit by Pamela Batty, vice president of corporate responsibility at the brand, is investing £3million to London's Royal College of Art to establish a Burberry material research group. Its mission will be innovation, and its radical research into new ways to sustainably make raw materials will be made publicly available. Nike launched its biggest ever sustainability challenge - the Nike Circulation Challenge - last year, urging innovators to create new ways of making products with its recycled offcuts scheme, known as Nike Grind. "We believe we can innovate our way through any problem, but the problems are extraordinary complex," Eric Sprunk, Nike COO, said.

Nicolaj Reffstrup, Ganni CEO, maintained that it's up to big businesses to innovate and lead the way. As a "small to medium enterprise" or SME, "there's no politics, we control everything, so there's no excuse for not taking control of an ethical supply chain." But SMEs don't have "the skills or capacity to create innovative solutions... we can't produce manuals and work for them." This needs to come from established, certified business models that not only support a transparent supply chain, but a transparent closed loop fashion system, or circular economy - yet more buzzwords.

An "end to end" production system, where garments are kept in the fashion system for longer and then made into new products at the end of their life cycle, is crucial, because currently 87 percent of fashion gets landfilled or incinerated. When 53 million tonnes of clothes are produced every year, this is a huge problem, and an even bigger one when we consider that in the last 15 years we have doubled the amount of clothes we produce. "We need to paint a vision of what a circular economy can look like," Ellen MacArthur, whose inaugural Ellen MacArthur Foundation report focusing on circular economy found these harrowing statistics, said. "In a time of creativity and innovation, why would we ever turn anything into waste?"

Major global brands present at the summit, including Nike, H&M and Burberry, have signed up to the Make Fashion Circular initiative, which aims to create an "unstoppable momentum" towards an economy in which clothes are never seen as rubbish to be thrown away. Companies promoting a closed loop economy, such as resale sites Vestiaire Collective and The RealReal, and The Renewal Workshop, which repairs damaged products to make them sellable and profitable for brands again, were also in attendance. But, although each is a prime model of how garments can and should have an afterlife, there is still a huge elephant in the room: overproduction.

Closed loop models are so hard and so precise to achieve that they are putting a huge constraint on the industry, Paul Dillinger, Levi Strauss & Co vice president and head of global product innovation, said. "If six out of 10 garments end up in landfill, should we have made those six garments?" Morals must be incorporated in these new business models. "Clothes are regarded as consumables," Paul van Zyl, CEO of Maiyet, explained, and as long as that model exists, it has a lasting impact on society and the environment.

But it's not the consumer's fault. The industry has fed it a "more is more" mindset, and must now change this mindset to become more mindful. "If we think of [transforming] a linear economy into a circle we haven't taken opportunity of the moment," William McDonough, chief executive of McDonough Innovation, explained. "For it to be a virtue we have to have 'goods' and 'services', not 'bads' and 'services'. We need to design goods that are good for the economy." He described the industry as adults behaving with child supervision, and urged it to look in the mirror and find the "right thing to do, not the right way to do it".

Thankfully, the consumer is making strides already. There used to be an "obsession with what they put in their body, now they're becoming obsessed with what they put on their body," Outerknown's Mark Walker said, referring to the parallels between the organic food movement and fashion.

Everyone can claim to be an activist though, and every brand can advocate sustainability, because of the filters available to enhance the profiles we present to the outside world. For transparency about sustainability to work, there has to be a total openness about brand practices and consumer beliefs, and an openness for people to put their hands up and ask for help without getting shot down for not doing enough. Above all, the rallying cry of "who made my clothes?" has to be answered with companies taking the responsibility to honestly say, "I made your clothes". As de Castro said, "it's a question of shopping but also a question of survival."

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Why We Need To Talk About Transparency In Fashion

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"It's all your fault," Simon Collins, founder of Fashion Culture Design and self-proclaimed provocateur, told the Copenhagen Fashion Summit of the damage the industry, which is the second most polluting industry after the oil industry, has done to our planet. "Accept that and do something. Don't have a meeting, don't have an idea...

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-Vogues article speaks about how Kering, the company Seyage is inspired by for the circularity cycle, says how 'if you only focus on your own efficiencies, your missing the point'

Geraldine Vallejo, Kering sustainability programme director, supported this notion of sharing knowledge and innovation: “If you only focus on your own efficiencies you’re missing the point.” Kering has implemented the Clean by Design programme.

This strongly indictes that in order to be transparent, we must focus on showing the consumer we acknowledge our mistakes, and we can even turn these mistakes into a marketing tool, this would build an emotional bond with the consumer and show transparency.

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"It's all your fault," Simon Collins, founder of Fashion Culture Design and self-proclaimed provocateur, told the Copenhagen Fashion Summit of the damage the industry, which is the second most polluting industry after the oil industry, has done to our planet. "Accept that and do something. Don't have a meeting, don't have an idea... You don't win if you feel righteous".

Margrethe Vestager, European commissioner for competition, seconded his call to action, referring to the world's leading business event on sustainable fashion as a "summit for change, a summit for solutions". She reminded the industry of its collective responsibility to think about the effects of its choices, because fashion will never be separate to society. One single garment, for example, doesn't just affect the person who wears it, the choice to purchase that garment affects the workers who earn the right to a fair wage, the workers who don't want to fear for their lives in factories, the workers who need clean air and water, and everyone around the world whose future depends on cutting carbon dioxide emissions. "Sustainability has to be built in every part of change," Vestager told the summit. "It has to be fundamental. It's not for the fainthearted, but I don't think anyone would accuse fashion of being fainthearted."

Transparency and traceability are enablers of change, but the industry must read from the same definition of these terms, which have become buzzwords. Transparency, Leslie Johnston, executive director of the C&A Foundation, affirmed is the "disclosure of information in a standardised manner that enables comparison". Traceability is the "ability to discover information as to when and how a product is made." If transparency is all about trust, then traceability is about accountability.

"Transparency is the first step towards a different culture, one where brands become open and accountable, and customers are ready to become vigilant and ask, 'who made my clothes?'" expanded Orsola de Castro, founder and creative director of Fashion Revolution. "Transparency provides an open door. We can't fix what we can't see... We need to make it as easy for us to see the clothes as it is to buy the clothes."

The conversation between brands and customers is a step in the right direction, because until now, de Castro said, there was no conversation. Amanda Nusz, vice president of product quality and responsible sourcing at Target Corporation, adds of forming a company-customer alliance: "It's not only good to do, it's good for business... people will be loyal to ethical brands."

But, if transparency is a win-win for both consumer, corporation and the planet, then why is it not happening? The decision has to come from the top, Nusz advised, because it requires a high level of resources and time. It's not a box ticking exercise that can be paid for and filed away under jobs done, it's about implementing a "holistic programme", looking at the issues that are getting in the way of transparency, making transparency a part of the brand's DNA, and educating and empowering the staff. "Sustainability [has to be] in the room at every meeting at the company," Mark Walker, Outerknown CEO, said of his ethical start-up, which made transparency the core of the LA-based brand's ethos or "vibe" when it launched three years ago.

But most "brands don't trust it and haven't tried it for long enough," de Castro continued. "The fashion industry is built on secrecy, elitism, closed doors and unavailability. [Transparency] is disrupting the fabric of the fashion industry as we know it."

Many brands and manufacturers have been making motions towards supply chain transparency, particularly in the aftermath of the 2013 Rana Plaza disaster, which was a "never again" wake-up call. But, the question has to be, how does the industry work together? "It's too big to tackle alone," Nusz explained. Mostafiz Uddin, founder and CEO of Bangladesh Apparel Exchange, agreed that there needs to one set of standards to follow, so that each company doesn't start from scratch. "We need to communicate in one language about transparency," he said, and have "standardised information" that customers can understand too. Cecilia Strömblad Brännsten, H&M Group environmental sustainability manager, who outlined H&M's end goal to become 100 percent transparent, agreed that we must "align on a common vision and agenda and set industry targets."

Ebru Ozkucuk Guler, senior CSR executive at ISKO, the leading manufacturer in sustainable denim, has completed Life Cycle Assessments for all 25,000-plus of its denim fabrics in order to fully understand the environmental footprint of each fabric from fibre to finished product. These environmental product declarations can be viewed by anyone online, and in November it will share a set of Product Category Rules, so that other manufacturers can establish eco and socially conscious supply chains using the data.

Geraldine Vallejo, Kering sustainability programme director, supported this notion of sharing knowledge and innovation: "If you only focus on your own efficiencies you're missing the point." Kering has implemented the Clean by Design programme across tier one of its brand suppliers, and is in the process of expanding the Natural Resources Defense Council-implemented scheme to the upper tiers. Burberry, who were represented at the summit by Pamela Batty, vice president of corporate responsibility at the brand, is investing £3million to London's Royal College of Art to establish a Burberry material research group. Its mission will be innovation, and its radical research into new ways to sustainably make raw materials will be made publicly available. Nike launched its biggest ever sustainability challenge - the Nike Circulation Challenge - last year, urging innovators to create new ways of making products with its recycled offcuts scheme, known as Nike Grind. "We believe we can innovate our way through any problem, but the problems are extraordinary complex," Eric Sprunk, Nike COO, said.

Nicolaj Reffstrup, Ganni CEO, maintained that it's up to big businesses to innovate and lead the way. As a "small to medium enterprise" or SME, "there's no politics, we control everything, so there's no excuse for not taking control of an ethical supply chain." But SMEs don't have "the skills or capacity to create innovative solutions... we can't produce manuals and work for them." This needs to come from established, certified business models that not only support a transparent supply chain, but a transparent closed loop fashion system, or circular economy - yet more buzzwords.

An "end to end" production system, where garments are kept in the fashion system for longer and then made into new products at the end of their life cycle, is crucial, because currently 87 percent of fashion gets landfilled or incinerated. When 53 million tonnes of clothes are produced every year, this is a huge problem, and an even bigger one when we consider that in the last 15 years we have doubled the amount of clothes we produce. "We need to paint a vision of what a circular economy can look like," Ellen MacArthur, whose inaugural Ellen MacArthur Foundation report focusing on circular economy found these harrowing statistics, said. "In a time of creativity and innovation, why would we ever turn anything into waste?"

Major global brands present at the summit, including Nike, H&M and Burberry, have signed up to the Make Fashion Circular initiative, which aims to create an "unstoppable momentum" towards an economy in which clothes are never seen as rubbish to be thrown away. Companies promoting a closed loop economy, such as resale sites Vestiaire Collective and The RealReal, and The Renewal Workshop, which repairs damaged products to make them sellable and profitable for brands again, were also in attendance. But, although each is a prime model of how garments can and should have an afterlife, there is still a huge elephant in the room: overproduction.

Closed loop models are so hard and so precise to achieve that they are putting a huge constraint on the industry, Paul Dillinger, Levi Strauss & Co vice president and head of global product innovation, said. "If six out of 10 garments end up in landfill, should we have made those six garments?" Morals must be incorporated in these new business models. "Clothes are regarded as consumables," Paul van Zyl, CEO of Maiyet, explained, and as long as that model exists, it has a lasting impact on society and the environment.

But it's not the consumer's fault. The industry has fed it a "more is more" mindset, and must now change this mindset to become more mindful. "If we think of [transforming] a linear economy into a circle we haven't taken opportunity of the moment," William McDonough, chief executive of McDonough Innovation, explained. "For it to be a virtue we have to have 'goods' and 'services', not 'bads' and 'services'. We need to design goods that are good for the economy." He described the industry as adults behaving with child supervision, and urged it to look in the mirror and find the "right thing to do, not the right way to do it".

Thankfully, the consumer is making strides already. There used to be an "obsession with what they put in their body, now they're becoming obsessed with what they put on their body," Outerknown's Mark Walker said, referring to the parallels between the organic food movement and fashion.

Everyone can claim to be an activist though, and every brand can advocate sustainability, because of the filters available to enhance the profiles we present to the outside world. For transparency about sustainability to work, there has to be a total openness about brand practices and consumer beliefs, and an openness for people to put their hands up and ask for help without getting shot down for not doing enough. Above all, the rallying cry of "who made my clothes?" has to be answered with companies taking the responsibility to honestly say, "I made your clothes". As de Castro said, "it's a question of shopping but also a question of survival."

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Why We Need To Talk About Transparency In Fashion

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"It's all your fault," Simon Collins, founder of Fashion Culture Design and self-proclaimed provocateur, told the Copenhagen Fashion Summit of the damage the industry, which is the second most polluting industry after the oil industry, has done to our planet. "Accept that and do something. Don't have a meeting, don't have an idea...

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Although this is incredibly bad on the planet and doesn't match with our sustainability ethos, I came across this article where a woman purchased a North face 'water proof' jacket, the jacket seeped through with rain, making the companies jacket seem unreliable. Then North Face took a jacket from in-store and got a helicopter to the Netherlands on the top of a mountain to give her a waterproof jacket.

This source is key for Seyage as we are big on transparency, and as the Vogue, transparency article stated 'if you only focus on your efficiencies, your missing the point'. Techniques like this validate that our brand can turn mistakes into marketing.

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North Face send customer private helicopter after she complained about jacket

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The North Face flew a customer to the top of a mountain in a private helicopter to deliver a new jacket to her after she complained about the quality of her waterproof coat. Jenn Jensen posted a video showing her soaked by rain wearing one of the brand’s items and asked The North Face to “express deliver” a new jacket to the top of Hooker Valley in New Zealand - they did so via helicopter in a new video appearing to be an advertisement. It comes as Stanley offered to replace a customer’s vehicle after she posted a video with her cup still intact inside her car after a crash.

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Digitally-connected garments: a sustainability innovation the fashion industry urgently needs

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Of the 100 billion garments produced globally each year, 92 million tonnes end up in landfills, according to Earth.org. No wonder the sector is facing pressure to address its significant environmental impact, with industry conferences and global climate events regularly highlighting the urgent need for change. Despite high-profile commitments and ambitious goals, such as achieving […]

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NextGen brands using sustainable business models are the innovators and disruptors redefining the industry for the better.

From circular production to zero-waste systems to carbon-conscious brands, sustainability is no longer an afterthought - it's the industry standard.
MADE TO ORDER UPCYCLED OR REWORKED FASHION CLOSED LOOP / TAKE BACK PROGRAMS MULTI-FUNCTIONAL DESIGNS CLOTHING RENTAL SUBSCRIPTIONS RESALE & SECONDHAND MODELS SUSTAINABLE MATERIALS PREORDER STRATEGY LOCAL OR LOW PRODUCTION DIGITAL DESIGN / VIRTUAL GARMENTS AI-DRIVEN INVENTORY / DESIGN CAPSULE / TIMELESS COLLECTIONS REPAIR / RESTORATION SERVICES

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Redefining fashion's future, one model at a time.

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Sustainable Fashion is FINALLY Talking About Consumer Behavior

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IH: Nilorn Talk - Bengoni Rocco (primary research)

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IH: Nilorn Talk - Bengoni Rocco (primary research)

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Benzoni Rocca holds many quotations to our brand as they are a heritage brand combined with contemporary elegance. They are also a European luxury brand like Seyage that has roots to historic sophistication.

Although garment materials and colour ways are contrasting, we can take inspiration from aesthetic, silhouettes, and old money style combined with a modern twist.

The types of garments they produce could influenced the form of Seyages designs as although Seyages designs are fluid, and Benzoni's are structured, it could show potential for an extended line in the future of where fluidity meets structured designs.

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IH Benzoni Rocco , tags and labels sustainable alternatives (primary research) 

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IH Benzoni Rocco , tags and labels sustainable alternatives (primary research) 

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Benzoni tags and labels are predominantly made of recycled cotton, recycled alloy, and recycled polyester. Looking at the quality of the recycled materials it seems that these blends have a good outcome, with the recycled alloy looking high quality, whilst matching with Rocco's heritage rustic theme.

Although the direction for Seyage is to go material free and reduction in tags, this presentation showed me that there are alternatives we can use for labels.

Source BNR 104 - recycled polyester is a something we could use for our garments.

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IH: Nilorn Talk - Nuchoni (primary research) 

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IH: Nilorn Talk - Nuchoni (primary research) 

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IH: Postcard Images, from holiday to Paris

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IH: Postcard Images, from holiday to Paris

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Images from my trip to Paris we could use as the front cover to our Postcard.

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IH: Nilorn Talk - Ginny Jones - Packaging and trims 

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IH: Nilorn Talk - Ginny Jones - Packaging and trims 

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Primary Research:  Nilorn Talk – Ginny Jones ​

Packaging & Trims ​

Nilorn have a small supplier bases, with high packaging reduction, including care labels with information. ​

These may include barcodes ​

Digital Product Passports, France already has enrolled this packaging initiative – this is a strong brand ethos for Seyage because it shows Parisian luxury brands dominate the field of progressive packaging and sustainability. - By scanning it you are able to look at the garment's history 'birth of the garment.'​

Logical approach because it travels with the garment through its life, in comparison to packaging which is disposable. ​

Clients are looking to DPP's as a marketing tool, very transparent and make sures brands are selling products matching to their ethos. ​

The ink for the QR Codes last 50-200 washes. ​

So far the initiative of DPP's are printed on to soft materials thermally. ​

Scan = access to colourways , promotions = this leads to dynamic future design aspects. ​

Financially - inexpensive - due to buying companies feeding into the idea and has overall become a cheap oroduction for DPP's. ​

Prevents brands from lying. ​

Wholesaler direction - if our garments are through second hand materials without a DPP, ask them which mill and fabric they use. ​

By 2030, a full development of DPP's should be enrolled into Europe - progressive economy ​

We could take polyester garments – recycle into labels.

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From Erewhon smoothies to Joe & the Juice sandwiches, young people are finding luxury in the everyday and posting about it on social media. To stay cool, fashion brands are aligning with food.

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Online, food is in fashion. Known for romanticising everyday life, Gen Z creators on social media are swapping the luxury bags and Zara separates in their hauls and unboxing videos, for smoothies and sandwiches - and audiences are eating it up.

"I'm gonna do an Erewhon haul," says TikTok influencer Alix Earle in a video posted in January before taste-testing Erewhon's pink smoothie created in collaboration with Hailey Bieber, buffalo cauliflower, a chicken pesto sandwich and chicken noodle soup. She spent $95. Earle's video has 6 million views and over 600,000 likes, and it sparked a wave of Erewhon haul videos on TikTok: to date, the hashtag #Erewhonhaul has 54.9 million views.

At $25 a smoothie, the monthly cost of a daily Erewhon could buy a Prada crossbody bag. But for some young consumers, this daily luxury is more important. In April, New York Magazine's The Cut reported on Gen Zs taking on second jobs to afford daily Erewhon, spending $50-$200 a week. And it's not just in LA. Global cafe chain Joe & the Juice also went viral on TikTok in the last year after users started posting about its 'Tunacado' sandwich. The posts on Joe & the Juice's account have over 10 million likes, and the hashtag #joeandthejuice has 194.4 million views.

During the pandemic, Gen Zs began romanticising their daily lives, placing added value on simple pleasures like going for a walk, making a meal or grabbing a takeaway coffee and turning it into content. And food trends entered the mainstream, from dalgona coffee to banana bread. Coming out of the pandemic and into a recession, food has remained a status symbol for some price-sensitive Gen Zs, much like a luxury item or piece of music merch, experts agree. Out of 166 16 to 24-year-old Teen Vogue, Glamour and Allure readers in the US, more than half have bought what they consider to be luxury food or drink in the last year, according to a survey conducted by Vogue Business. And where luxury food shopping might have been associated with food halls in Harrods or La Samaritaine, it's now become more approachable for Gen Zs, as celebrities and influencers promote Erewhon smoothies or the Tunacado.

In response, fashion and beauty brands are seeing the value in aligning with food institutions or using popular foods at events or in campaigns to build brand equity online.

Fashion resale marketplace Depop founder Simon Beckerman identified similarities with how young audiences consume food and fashion today. In response, after Depop sold to Etsy in 2021, he launched new venture Delli last year: a food marketplace where independent food producers can sell their items, from small-batch UNTO olive oil from Tuscany (£11), to a litre of coconut kefir from Kefir Magic (£15) or smoked honey from Dr Sting (£16.99). The exclusivity associated with artisan food also contributes to its appeal as a luxury. Limited production runs, seasonal offerings and collaborations create a sense of exclusivity and desirability among young consumers. Delli embraces the 'drop' mechanic that's popular in streetwear and luxury fashion houses, which has helped drive hype for the brands on the app, he adds.

Food as a status symbol

Many of Delli's sellers previously worked in fashion, and fashion brands are aligning with Delli to cash in on the cultural appeal of its sellers and this new wave of food as luxury. Ganni collaborated with seller Momo Kombucha earlier this month, and fashion photographers Anton Gottlob and Alessandro Tranchini released a cookbook on the platform. Unlike typical supermarket products, most products on Delli have thoughtfully designed packaging with colourful, eye-catching and modern labels that young consumers are proud to display in their kitchens or on their tablescapes.

The "status birthday cake" is a food trend Delli is seeing in the market, with young people posting their colourful cakes from bakeries like Violet Bakery, the bakery that made Harry and Meghan's wedding cake and caters for a plethora of fashion events. Violet Bakery's Claire Ptak has previously collaborated with Christopher Kane on a pink "More Cake" version of its "More Joy" tote bag, sold on her website to celebrate the release of her new cookbook. In tandem, she just announced a drop of pink cakes in a bundle with her cookbook on Delli to tap into its audience and drum up hype.

Fashion brands have seen the influence of Erewhon, too, after influencers like Hailey Bieber collaborated on the brand's viral smoothie, a growing number of premium and luxury labels have collaborated with the store. Sky High Farm Workwear, the fashion brand that funnels profits into a non-profit farm, growing produce for New York families, recently collaborated with Erewhon to launch its Honey Pop sparkling water drink in-store and online.

Skincare label Agent Nateur, which is carried by the retailer, also collaborated with Erewhon on a smoothie featuring its Holi (Mane) hair supplement. In addition to its cultural cachet, founder Jena Covello says Erewhon's appeal is the frequency of visits - people may shop Erewhon multiple times a week.

Erewhon sold over 16,000 Agent Nateur smoothies during their partnership in September, which was promoted by influencers hired by Agent Nateur to shop the smoothie and supplement from Erewhon. The success prompted Covello to secure a second collaboration: Agent Nateur will be debuting a bottled version at Erewhon locations next month.

From online to in-person events

Jewellery brand Mejuri's recent TikTok campaign leaned into the "food as a luxury" trend after the brand noticed a surge in food-focused lifestyle content. "Want a treat?" the ad reads before showing pictures of picture-perfect ice creams and slices of cake. The hands holding the food are, naturally, covered in Mejuri rings, but the alignment with food felt right for the TikTok audience, says chief creative officer Justine Lançon. Off the back of the campaign, Mejuri will host a gelato pop-up at Chin Chin in London's Soho in June, where guests can eat gelato and browse the pieces from the collection.

Delli is also seeing an appetite for IRL food events from its young customers, which could be another touchpoint for fashion collaborators. The marketplace held a supper club series in London, open to Delli customers, with its sellers hosting takeovers in a temporary space and cooking full meals based on their products, including a Lamiri Harissa supper club in Brixton and a porchetta supper club from butcher Madame Pigg's Adam Hardiman.

"The supper clubs take the connection between buyer and seller to the next level," Beckerman says, "we're now looking to perhaps find a permanent space because they've been so successful."

Ultimately, the goal is to create with Delli what he did with Depop, with the same ethos from fashion to food. "Thanks to Depop or thanks to Deli in this case, we can amplify independent sellers, make this community wider and wider and allow as many people as possible all across the world to be able to access these products and have fun eating them, have fun buying them, have fun in learning the stories behind them."

Comments, questions or feedback? Email us at feedback@voguebusiness.com.
More from this author: The Vogue Business TikTok Trend Tracker
Inside the men's luxury bag boom
Unlocking Gen Z's luxury spending power in 2023

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To Gen Z, food is the new luxury. What does that mean for fashion?

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From Erewhon smoothies to Joe & the Juice sandwiches, young people are finding luxury in the everyday and posting about it on social media. To stay cool, fashion brands are aligning with food.

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Why Food Is Everywhere in Fashion Advertising

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As foodie culture peaks and the cost of living rises, food is popping up more than ever in fashion imagery.

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Design for Gen Z’s transition to adulthood: consider how the older half of Gen Z is approaching 30, navigating adult milestones and entering professional environments. Maintain relevance among Gen Z with mature styles and office-friendly attire that resonate with this demographic. Explore the hashtag #officeoutfit to see how the cohort personalises workwear according to their tastes and requirements

Embrace a slow punk attitude with wardrobe essentials: adjust to the slowdown in microtrends with versatile pieces suitable for multiple occasions. Gen Z is engaging with trends at a slower pace and is becoming more intentional with their purchases. Adopt a mass premium approach for budget-conscious consumers by offering quality basics designed for capsule wardrobes, helping them maximise their budget

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Offer shoppers stability and clarity: prioritise big-picture thinking and react intentionally to reduce ambiguity

Analyse your supply chain and remain flexible: conduct a comprehensive supply chain vulnerability stress test, but avoid knee-jerk reactions as geopolitical tensions continue to shift

Prioritise manufacturing innovation: use this time to deepen investments in technology and leverage AI-driven forecasting and emerging blockchain technology to stay ahead of the competition

Harness the power of open-source networks: build bridges with external stakeholders to improve decision-making and minimise exposure

Double down on mood-boosting formats: consumers will seek reassuring spaces and awe-inspiring experiences, reflecting a deeper search for meaning and stability amid global economic volatility

Anticipate the rise of geopolitical protectionism: tap into the rise of patriotism and cultural confidence by designing products and services that spotlight and celebrate your brand’s heritage

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IH: Stella McCartney - Good + Foundation, charity the brand works alongside. 

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IH: Stella McCartney - Good + Foundation, charity the brand works alongside. 

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Stella McCartney work alongside charity GOOD + Foundation, they donate baby equipment to over 2000 families every month across America.

Using this charity will directly our consumer as we are targeted towards women and one of our UN goals of justice.

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IH: Primary research - Consumer Opinion on initiative of Digital Product Passport 

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IH: Primary research - Consumer Opinion on initiative of Digital Product Passport 

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Consumer Opinions on Digital Product Passport (DPP) in your garments

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DPP is a new initiative the EU has created to be enforced fully by 2030, this will be a digital passport for clothing with the target to improve sustainability and transparency. This survey is to gather your opinion on DPP and how useful it could be.

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IH - Bossa Denim - sustainability report 

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IH - Bossa Denim - sustainability report 

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Denim is our passion👖 on Instagram: "Every drop saved is a step toward a better tomorrow. 💧

Honored to win 1st place in the Water Management category at the 2025 Sustainable Business Awards with our water-saving yarn dyeing project.

Grateful to be part of the change. 🌱

#EveryDropCounts #SustainableFuture #InnovationWithImpact"

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78 likes, 0 comments - bossadenim on October 15, 2025: "Every drop saved is a step toward a better tomorrow. 💧

Honored to win 1st place in the Water Management category at the 2025 Sustainable Business Awards with our water-saving yarn dyeing project.

Grateful to be part of the change. 🌱

#EveryDropCounts #SustainableFuture #InnovationWithImpact". 

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View this post on Instagram

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Building an Ethos for the brand means understanding our brands characteristics, principles and building credibility.

By building a character based on trust allows our brands concept the blossom and makes our buyers loyal to the brand.

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The Art of Ethos: How to Gain Credibility With Your Non-Fiction

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A reader’s trust is vital, and I’ll show you the way to get it.

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IH: Ethos brainstorming - ethos title ='sculptured sensuality, true sustainability'

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IH: Ethos brainstorming - ethos title ='sculptured sensuality, true sustainability'

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To come up with the ethos for Seyage, I used a mind map to help categorize they key aspects of coming up with the ethos.

The keywords I took from this were (sculptural, depth, honest and sensual)

Thinking about these words led to us creating the ethos:

'sculptured sensuality, true sustainability'

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IH: RePack for circularity and Packaging distributor 

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IH: RePack for circularity and Packaging distributor 

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Who doesn’t know the heaps of cardboard boxes and plastic packaging at home or next to the public recycling containers? Online retail is increasingly contributing to the use of disposable packaging and the resulting waste volumes. According to the Federal Environment Agency, between 1996 and 2017, the consumption of di

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Even if high end brands are rethinking their packaging strategies and prioritizing sustainability, in the hyper luxury world, consumers’ boxes can have a highly distinctive identity. Attractive and robust, they are iconic objects in their own right.

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How a global luxury brand moved to reusable packaging in PR shipments

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A luxury brand pioneers reusable packaging for their loans to press: the right balance between convenience, sustainability, and luxury.

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Carbon footprint savings of reuse system in e-commerce

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Fashion is often all about what's new, but an emerging group of start-ups and investors is betting on a market for reviving what's old.

The unglamorous business of repairs and alterations is attracting fresh interest, fuelled by mounting consumer engagement in sustainability, regulatory moves aimed at curbing the rise of throwaway fashion and the growth of retail models like rental and resale that encourage clothes to be kept in good condition for longer.

Tech platforms aimed at helping brands and consumers rejuvenate old clothes and battered handbags have attracted millions of dollars in investment over the last year.

Depop-backed app Sojo, which connects users with local tailors, raised $2.4 million in pre-seed funding in April. Clothing care app Save Your Wardrobe closed a $3 million seed round in June. And high-end repair platform The Restory has raised £4.2 million (about $5.1 million) to date, most recently closing a funding round in September.

Though luxury labels have quietly offered repairs as part of their service for years, a growing number of brands are stepping into the space. Mass-market retailer Uniqlo launched repairs and alterations at stores in London and New York earlier this year, part of a wider sustainability push. Handbag-maker Coach introduced a one-year training programme focused on leather repair and restoration in January, promoting it as part of a broader effort to keep its products out of landfills.

"Repair is a really fantastic and untapped opportunity," said Sojo founder and chief executive Josephine Philips. "Building a repair programme is not only great in terms of longevity of the items that you create, but it's actually incredible when it comes to building brand value as well."

More Than Just Repairs

Start-ups operating in the space are aiming to solve a simple challenge: consumers want convenient ways to revive well-loved garments, but most don't know where to go to find those services.

London-based repairs and tailoring platform The Seam has built a network of some 2,500 garment-makers across the UK with a range of specialisms, such as leather goods or suiting.

The company has facilitated some 10,000 repairs and alterations and reported a 20 percent month-on-month increase in customers since it launched in 2020. The average customer on the platform, which also offers custom projects like embroidery and bespoke tailoring, spends £55 per booking and uses it four times a year, founder and chief executive Layla Sargent said.

Companies like Save Your Wardrobe and Sojo, which offer similar services, are also looking to offer brands and retailers plug-and-play white label repair and alteration services.

With customer returns an enduring - and increasingly expensive - logistical headache for fashion companies, services that improve fit and give shoppers a reason to keep their clothes are a compelling business proposition, said Janneke Niessen, co-founder of venture capital firm CapitalT, a lead investor in Sojo's latest funding round.

"I think a lot of the brands will start paying for that, because returns are extremely costly for them," she said.

And repair-focused start-ups are betting they can add more value by tapping into the data they collect.

"We've been able to advise some of our key brands on significant changes that they should be making to the manufacturing process of certain garments," said The Seam's Sargent. Recent examples include an outerwear brand that had used a zipper unsuited to the weight of fabric for a particular jacket, and an athleisure company whose leggings frequently ripped along the inseam.

"Previously, the brand would never have known that," Sargent said. "Once the leggings go out there into the ecosystem, nobody knows really what happens."

Scaling to Match Demand

While the space is attracting investment, companies face significant challenges to scale. Repair services involve tricky logistics, complicated infrastructure and requireaccess to a skilled workforce that is at best fragmented and at worst nonexistent.

Ultimately, no amount of digitisation and software can change that, said Peter Whitcomb, president of Tersus Solutions, a Colorado-based one-stop-shop for cleaning, refurbishing, repairing, reselling and recycling clothes that counts Patagonia and The North Face among its clients.

"The reality is, it's just a really physical business," he said. "Anything that's circular, you're talking about touching a physical garment, and moving it through a process."

Lucrative partnerships with brands and retailers are one way repair services are seeking to turbocharge growth and market penetration. Save Your Wardrobe, for instance, has signed a multi-year contract with German online retailer Zalando, which aims to extend 50 million garments' lives by 2023. But emerging platforms also need to develop the operational muscle to support such expansion - a challenge in many consumer markets that have long outsourced clothing manufacturing to far-flung corners of the world.

"I actually think the biggest challenge in this space is realising that there is a finite number of individuals who have the skill set," said Sojo's Philips. For platforms and marketplace-style businesses like Sojo, The Seam and Save Your Wardrobe, successfully scouting out and onboarding new tailors will be crucial to scaling and entering new geographies.

Then there is the issue of consumer expectations, where the rise of fast fashion has helped normalise easy access at low prices. In many cases, shoppers simply won't have paid enough money to invest in repairing their old clothes.

"Are we going to be servicing Shein? Probably not," said Vanessa Jacobs, co-founder and chief executive of The Restory.

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Why Repair Services Are a Growing Business

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Brands are stepping up in-store offerings and investors have bet millions on start-ups in the space as interest in sustainability and resale boosts demand to keep clothes in good condition for longer.

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Social platform preference

- In 2021, an eMarketer study  of social media preferences in Gen Z adults forecast that Snapchat would be the platform with the most monthly logged-in users of that age in 2022 (45.5mn), followed by TikTok (41.4mn) and Instagram (37.3mn).

This suggests for our consumer 1 (gen -z) we should be pivoting our marketing focus and social presence on TikTok & Instagram.

millennials still spend an average of 2hrs 34mins per day on social, according to GlobalWebIndex.

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Social media can mean very different things to different people based on factors such as their interests, their lifestyle - and often their age.

To varying extents, every generation's social media activity has changed post-covid, with the average user reporting higher levels of posting and time spent on-platform. Having said that, there remain demographic-level differences between age groups that can help marketers make decisions on the best platforms and tactics to serve their audiences.

In this article, we'll take you through some key trends in how different age groups are using social media in 2023 - especially the attitudes and activities that characterise each generation, and which platforms they use the most.
The age ranges used in this article are based on generational definitions from Beresford Research.
Gen Z

Birth year range: 1997- 2012

Age in 2022: 10-25

Key social platforms: Instagram, TikTok, Snapchat

Behavioural trends

Gen Z's attitude towards social media is radically different to that of older generations. Simply put: when a zoomer finds a person they trust on social media, they will tend to look to that person as a more reliable source than traditional media and sometimes even web search.

In July 2022, UK media regulator Ofcom revealed that younger zoomers in that country prefer to get their news from social media, rather than traditional news outlets.

Ofcom's 'News Consumption in the UK 2021/22' report stated that Instagram is now the most popular news source among 12-to-15-year-olds, ahead of TikTok (#2), YouTube (#3), and traditional TV heavyweights ITV (#4) and BBC One/BBC Two (#5).

Clearly, the young people who are currently in the early years of their development as news followers are choosing social over traditional media such as TV, radio and print.

This trend seems to be mirrored in how Gen Z searches online. According to a.list, a Google Search exec, Prabhakar Raghavan, recently revealed that almost 40% of Gen Z believe that Google Search results are "anything but organic", and they therefore choose to search via social media instead. In particular, zoomers seem to be seeking answers to their queries via user generated content (UGC) posted by other users on social platforms like TikTok.

Gen Z's tendency to seek answers from individual social media users whom they recognise and trust speaks volumes of how this age group relates to digital media. They want to get their information from personally relatable and trusted sources; not from corporate sources with complicated reputations.

For marketers and brands, the upshot is that you'll need to work extra-hard to earn Gen Z's trust on social media. One tried-and-tested method is to partner with highly relevant influencers who hold sway with a Gen Z audience. But above all, this generation wants social media to be honest. This means your activity should be truthful and accurate, high-quality, and naturally at home as part of your brand's output.

Social platform preference

In 2021, an eMarketer study of social media preferences in Gen Z adults forecast that Snapchat would be the platform with the most monthly logged-in users of that age in 2022 (45.5mn), followed by TikTok (41.4mn) and Instagram (37.3mn).

The same report predicted that Gen Z user bases for these three platforms would converge by 2025, at which point Snapchat, TikTok and Instagram are all expected to have between 48.3mn and 49.5mn monthly logged-in Gen Z users.

Monthly log-ins are an important measure of social platform engagement - but they don't tell us much about how a generation is actually using each platform. A recent study published by Statista asked Gen Z respondents in the UK a deeper question: "Which social media platform could you least do without?"

The Statsta survey found that 27% of Gen Z respondents name Instagram as their most important social platform, followed by WhatsApp (19%), Messenger (13%) and Snapchat (12%). This would suggest that for many zoomers, Instagram activity is especially significant.

Most studies into Gen Z's use of social media focus exclusively on adult members of the generation. (As of 2022, the youngest members of Gen Z were only ten years old.) It will be interesting to see how reports into the age group change in the coming years, as younger zoomers come of age.

Millennials

Birth year range: 1981-1996

Age in 2022: 26-41

Key social platforms: Facebook, Instagram, Twitter

Behavioural trends

There's been relatively little research into millennials' use of social media in recent years. Many commentators have focused instead on Gen Z, who are fast maturing and have generally been less well understood by marketers; and baby boomers, who have become better appreciated as social media users.

Nonetheless, millennials still spend an average of 2hrs 34mins per day on social, according to GlobalWebIndex. Understanding how your millennial customers use this time could be important to your social media marketing strategy.

For many millennials, one reason for using social media is identity formation: curating your social media presence in order to shape how you are perceived. According to a 2022 report by Bankrate, 38% of millennials say that they make posts on TikTok and/or Instagram in order to make themselves appear successful in the eyes of others. Just as many people wear clothes that send a message about how they fit into society - "dress for the job you want!" - millennials often do the same with their social media activity.

With this in mind, you should think about how your brand can help followers to shape their identity on social media. Ways to do this include:

Create shareable, high-quality, values-led content that followers can share in order to establish themselves as engaged participants in the digital 'town square'. Make this content easy to share by incorporating share buttons into your blog/webpages/app.

Provide visual assets such as AR filters or profile picture frames to help followers express their personality online. (This approach will appeal to some millennial audiences better than others.)

Reach out to prominent social media users, such as Twitter 'blue ticks' and Instagram influencers, by engaging with their content, e.g. by liking and commenting on their posts. This supports the user in developing their social media identity - and in some cases they will support you back.

A more fundamental point about millennials is that members of the generation are getting older. [ And as a millennial, it pains me to say so! - author.] The youngest are 26 years old, and many are in their forties. So, when you develop marketing personas to target millennials through your social media marketing, don't think avocados; think careers, and maybe even nappies.

Social platform preference

According to data published by Digital Media Ninja, Facebook remains the social platform used at least once per week by the highest percentage of millennials (87%), followed by Instagram (71%), Snapchat (52%) and Twitter (42%).

Gen X

Birth year range: 1965-1980

Age in 2022: 42-57

Key social platforms: Facebook, Instagram, Pinterest, LinkedIn

Behavioural trends

Gen X have come to social media in greater numbers and for longer periods of the day in recent years - and it seems that many of the generation came to shop.

Between 2015-19, the share of Gen Xers who use social media to research and buy products increased by 32%. The generation's strong commercial intent, combined with significantly greater spending power than the average millennial or zoomer, makes Gen X a key target demographic for social media commerce.

This generation may be relatively affluent and eager to shop, but much depends on whether they perceive a brand to be 'authentic'. A reported 85% of the generation say authenticity is an important factor that helps them to choose between brands.

Another key point to consider when marketing to Gen X on social media is that this generation often goes overlooked, relative to younger generations and the baby boomers. As Danielle Wiley writes for Forbes:

"In our youth-obsessed culture, industry buzz tends to centre around cutting-edge social content trends embraced by the youngest consumers, rather than strategies that resonate with Gen X.

"While Gen X may not be as big as their older and younger counterparts, their spending power is disproportionate to their numbers. It's well worth the effort for brands to adjust their digital outreach to connect with this generation, starting with the most important step of all: acknowledging that Gen X exists."

Social platform preference

As a generation, Gen X spreads its social media use across a multitude of platforms. A recent Statista survey of the age group in the US found that their most-used traditional social platforms are Facebook (76%), Instagram (47%), Pinterest (40%), LinkedIn (40%) and Twitter (39%). The generation's strong uptake of LinkedIn shows that Gen X isn't just using social media to shop; they're also using it to further their careers and businesses.

A new social app called recently launched with the overt aim of targeting Gen X users. In a nutshell, the platform is a video-sharing app like TikTok - but designed for an older audience. It's too early to say whether Clapper will take off, but the app does seem to be gaining traction, with over 500,000 downloads from the Google Play store.

Baby boomers & older generations

Birth year range: 1946-1964 (and earlier)

Age in 2022: 58-76 (and older)

Key social platforms: Facebook, WhatsApp

Behavioural trends

The last time we wrote about how different age groups use social media, baby boomers were widely overlooked as a key social media demographic.

In 2022, this no longer applies, as boomers have become a highly sought-after social media audience.

The average member of this generation tends to have highly positive attitudes towards social media, relative to other age groups. According to a security.org survey, 83.9% of boomers say that social media is improving their lives, whereas only 71.6% of Gen X and 66.4% of millennials say the same.

So, while some younger people's relationship with social has soured over the years, many baby boomers are using social platforms with gusto, forming what AdWeek called a "silver tsunami" of optimistic, tech-savvy social users. Some boomers have taken their social media activity as far as any zoomer - take the Indian 'granfluencers' creating content and selling promos on TikTok and Instagram for example.

Do bear in mind that while boomers are increasingly active on social media, the generation does have boundaries in terms of how brands interact with them on social platforms. As Sprout Social reports, key reasons why this age group stops following brands on social include excessive advertising and poor customer service. With this in mind, your social activity should approach baby boomers positively - but not carelessly.

Social platform preference

Baby boomers are relatively united in their approach to social media, with many in the age group sticking solely to Facebook. According to Statista, 83% of over-65s in the UK use Facebook. The next-most-popular comparable platform, Twitter, is used by just 4% of the age group. Meanwhile, the messaging app WhatsApp is used by 28% of over-65s.

Generational distinctions can be deceiving. Sure, we can point to statistically proven trends within each age group, and these can be a good jumping-off point for strategy formulation. Knowing which ways the average zoomer or boomer is using social media, and which platforms they are using, matters.

But ultimately, your approach to social needs to be rooted in knowledge of the distinct audience groups who interact with your brand. Combining this in-depth audience knowledge with a broader appreciation of age group-level trends can be a winning formula for social media strategy.

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How Different Age Groups Are Using Social Media 2024 | Target Internet

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In this article, we'll take you through some key trends in how different age groups are using social media in 2023.

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Welcome to Smart Works London. We have two centres in Islington and Ladbroke Grove and we are proud to help women from every Borough in the city, and beyond. Our centres are run by a dedicated staff team and highly skilled volunteers, all passionate about making sure you have the best experience when you visit us.

If you want to find out more about the team who you will meet when you visit, head to our team page to find out more.
Meet our team

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Welcome to Smart Works London. We have two centres in Islington and Ladbroke Grove and we are proud to help women from every Borough in the city, and beyond. Our centres are run by a dedicated staff team and highly skilled volunteers, all passionate about making sure you have the best experience when you visit us.

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With QR codes more visible as a touch-free and fast utility, brands have an opportunity to explore the untapped potential.

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A new denim collection gives jeans a digital identity

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Upscale upcycling brand The R Collective has partnered with Levi’s on a new iteration of traceable fashion.

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Recycled Denim: Eco-Friendly Fashion with Recycled Denim

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Upcycled denim design by Cone Denim. Explore how denim recycling & eco-friendly clothing and design help reduce waste & promote sustainability.

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Cone Denim | Community Collection Highlight - Clean Water

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The Cone® Community Collection is partnering with Water.org to directly contribute to making an impact on global clean water and sanitation efforts.