8 Brands Young People Are Actually Shopping

Open TikTok, and you’ll find yourself in an endless stream of haul videos, in-store shopping dates, and the “Buy or Bye” fitting room trend. In all clips, you’ll notice Gen Z’s renewed obsession with nostalgia, as they reach for electric, personality-driven pieces defined by throwback styles.It was only a matter of time until popular fashion brands and under-the-radar labels caught on, tapping celebrities like Lola Tung and Emily Ratajkowski to get picked up by the cool crowd—and it’s working. Free People’s slouchy bag is the arm candy of the season (I literally have one in my cart), Intimissimi’s boatneck top is an easy essential, and up-and-coming labels like Mode Mischief are making waves across social media.Put simply, Gen Z knows style—and they’re calling the fashion shots. So, I set off on some serious investigative journalism to bring you the fashion brands young people are shopping and have deemed actually worth your time, money, and closet space.Abercrombie & Fitch​While the shirtless male models and ubiquitous moose logo are no more, Gen Z is sparking the Abercrombie & Fitch revival. With Emily Ratajkowski as the face of the brand’s Denim Made Iconic campaign, the label is solidifying itself as the chic cool girl, with items like the Flutter Sleeve Sash Top selling out. Now, all you need is a bottle of Fierce.Abercrombie & Fitch Flutter Sleeve Slash TopAbercrombie & Fitch High Rise Wide Leg JeanNow 25% OffCredit: Abercrombie & FitchAbercrombie & Fitch 100% Cotton A&F Bra-Cable-Knit V-Neck SweaterMode Mischief​​I have my For You page to thank for putting me onto Mode Mischief. The Australia-based brand delivers vintage-inspired, feminine silhouettes known for its vibrant, candy-colored pieces. Influencers are even jokingly saying they’ve “fallen victim” to the viral Velina Top, insisting it lives up to the hype, while the brand struggles to keep the Mimi Cropped Top in stock.Mode Mischief Velina TopMode Mischief Mimi Cropped TopMode Mischief Lila Capri PantsMode Mischief Studios Drew Mini SkortCoach​Coach is back, making everyone who listed their beloved bags on eBay do a double take. It girls like Hailey Bieber helped spur on the revival, carrying the Brooklyn Shoulder Bag, beloved for its slouchy, lived-in appeal. Now, the brand has tapped fellow Gen Zer Lola Tung to usher in a whole new generation—and it’s working.Coach Brooklyn Shoulder Bag 28Credit: CoachCoach Tabby Shoulder Bag 26Credit: CoachCoach Empire Carryall Bag 34Now 50% OffCredit: CoachChelsea Shoulder Bag 30 With ChainCredit: CoachIntimissimi​​“Are you wearing the Intimissimi top? I have four,” a girl stopped to ask me in a coffee shop. That interaction sums up the viral hype of the Italian lingerie and underwear label, with wearers flocking to the quiet luxury silhouettes, no matter the season. With Zendaya recently sporting the brand, its momentum is only set to grow.Add Cosmopolitan as a preferred source in your Google search results.Use your Google account to add this to your settings.Intimissimi Boat Neck Modal Cashmere Ultralight TopIntimissimi Ultralight Cashmere Lace Long Sleeve ShirtIntimissimi Ribbed Tank Top in Superior CottonIntimissimi Fresh Bamboo Ruched Tank BodysuitEdikted​BRB escaping to a dreamy wonderland framed by heart-shaped arches. Edikted hinges on classic Y2K styles, transporting you to the era of sequins, bandage dresses, and mini skirts. The it-girl label largely grew in popularity due to viral styling videos, turning it into the algorithm that came to life.Edikted Flutter Plunging V Neck TopCredit: EdiktedEdikted Shirly Wide Leg Foldover Capri PantsNow 40% OffEdikted Lugenia Draped Halter Mini DressNow 40% OffZohar Beaded Panel Halter TopFree People​Free People is that girl, leaning into boho-chic and cottagecore aesthetics that have fans sprinting through its rustic-designed doors. Perhaps most notable is the Baby Emerson Tote, offering a vintage-inspired design begging to be decorated with chunky chains, bandanas, and bag charms. Another crowd pleaser? The Hot Shot Crossover Set taking over feeds for its flattering silhouette.Free People We The Free Baby Emerson Tote BagFree People Hot Shot Crossover SetCredit: Free PeopleFree People Day Dreamer TopCredit: Free PeopleFree People Forever Young Bloomer PantsJaded London​If casual-cool street style and fashion-forward going-out dresses seamlessly coexist in your closet, then Jaded London is for you. The UK-based label is picking up social buzz with breakout try-on hauls bringing one It girl after the other to the trend-led label.Jaded London Beaded Tropical Batwing DressCredit: RevolveJaded London Beach Capri TrousersCredit: RevolveJaded London Darlyn Draped Backless Maxi DressCredit: RevolveJaded London Cata Multi Stripe Asymmetric Knit TopUrban Outfitters​The return of indie sleaze has pushed Urban Outfitters to the forefront, with styles that feel vintage while being fresh off the rack. The Karlie Lock Shoulder Bag is rising through the ranks, with nostalgic, expressive pieces following suit.Urban Outfitters BDG Karlie Lock Shoulder BagCredit: Urban OutfittersUrban Outfitters Fia Off-The-Shoulder Crop TopCredit: Urban OutfittersUrban Outfitters BDG Sunridge Mid-Rise Cargo Balloon PantsCredit: Urban OutfittersUrban Outfitters Petal Kitten Heel SandalsCredit: Urban Outfitters