Gen Z Turns to Made-to-Measure for Individuality Beyond the Algorithm
In response to the fast fashion trend, Gen Z consumers are increasingly choosing made-to-measure (MTM) clothing. A Vogue editor's trip to Charvet in Paris uncovered custom nightshirts starting at €600, while another Gen Z individual showed interest in tailored shirts. During Paris Fashion Week at Chanel, the editor grappled with her desire for chocolate flats that were too small. A survey conducted by Vogue Business and Archrival indicates that Gen Z prioritizes community and loyalty, seeking in-depth product information. Olivia Villanti from Chava Studio observes that younger clients have strong opinions on tailoring. Isiah Magsino values the community aspect of MTM, and Bjorn Eva Park notes Gen Z's eagerness to discuss clothing, while Audrey Kalman ties custom denim to her great-grandmother's craftsmanship.
Key facts
- Gen Z is increasingly shopping made-to-measure (MTM) clothing.
- Charvet in Paris offers MTM shirts starting around €600.
- Chanel's Rue Royale store saw high demand for Matthieu Blazy's debut shoe collection during Paris Fashion Week.
- Vogue Business and Archrival survey 'Gen Z Broke the Marketing Funnel' highlights Gen Z's preference for community and detailed product info.
- Olivia Villanti of Chava Studio notes younger clients are more opinionated about tailoring details.
- Isiah Magsino commissioned a suit from Huntsman on Savile Row and emphasizes the intimacy of MTM.
- Bjorn Eva Park (33) and Emma Villeneuve run Eva Joan, a mending and alteration shop, observing Gen Z's excitement for garment care.
- Carter Altman introduced MTM in November and notes Gen Z clients use nostalgic references but struggle to articulate preferences.
- Audrey Kalman (26) commissions custom denim from Paytons Myer, linking it to her great-grandmother's sewing tradition.
Entities
Artists
- Matthieu Blazy
- Olivia Villanti
- Isiah Magsino
- Bjorn Eva Park
- Emma Villeneuve
- Carter Altman
- Audrey Kalman
- Paytons Myer
Institutions
- Charvet
- Chanel
- Vogue Business
- Archrival
- Chava Studio
- Huntsman
- Savile Row
- Eva Joan
- Substack Media Roundup
Locations
- Paris
- France
- Rue Royale
- Paris Fashion Week