Generation Z adopts aesthetic identities, from TikTok trends to New Balance shoes

The fashion industry is increasingly selling whole aesthetic identities rather than individual garments to Generation Z. Styles such as “clean girl,” “balletcore,” “cottagecore,” and others are promoted as lifestyle packages that include clothing, makeup, music, and even daily habits. TikTok is the primary platform shaping and spreading these identities, turning fashion into a form of personal branding.

New Balance has entered this trend‑driven market with its 204L retro sneaker, featuring luxurious suede in a versatile “tiramisu” color. The shoe is marketed for both office‑ready looks and summer outfits, reflecting the broader move toward curated, aesthetic‑focused wardrobes.