Fashion 0+: How to Preserve Space for Self-Expression

Generation Alpha is the first generation to have independent access to fashion content through social media algorithms, often without parental filtering. On the one hand, this helps children and teenagers develop visual awareness, creativity, and see fashion as a way to express themselves. On the other hand, the industry also offers them ready-made identities and social standards, encouraging excessive consumption.

At the same time, children’s relationship with fashion starts even earlier. Many parents want their children to look fashionable from a young age. How can the fashion industry, platforms, parents, and children themselves work together to build a healthy relationship with fashion?

• Where is the line between developing a child’s sense of style and imposing industry-driven beauty standards?
• Where does parental guidance in developing a child’s taste end, and the projection of adult expectations onto children begin?
• How can brands build responsible communication with younger audiences?
• Should targeted advertising for clothing and accessories to minors be restricted?
• Can the fashion industry become a partner to governments and families in educating children and teenagers and fostering more conscious consumption habits?
• What does Generation Alpha itself think about the fashion being offered to them, and is the industry listening to them?