In a world marked by uncertainty, some industries are struggling while others are set for growth. One surprising standout? Fashion. Its resilience is driven by the spotlight on daytime fashion, fueled by social media and a renewed focus on personal style.
Unlike jetting off to a trendy vacation spot or snagging a reservation at an exclusive restaurant, fashion can be one of the most accessible ways to express your sense of self. We’re in an era where we dress for ourselves while simultaneously curating the image we want to portray.
As reported by Mintel, 70% of consumers believe outer appearance and style is important in expressing who they are to those around them. Fashion is no longer just about what’s in our closets but about how we show up in the world.
In partnership with Two Cents Insights, a boutique research agency, Vox Media and Vox Creative’s Explainer Studio surveyed 2,000 adults 18+ to deliver a look forward into 2025 by diving into consumer behavior and attitudes. We found that in a time when the world feels split, people want to reshape their lives with a greater commitment on what truly matters. They are embracing fashion as a way to convey who they are and shape how they’re perceived.
Fashion’s Future is Bright
While budgeting is top of mind today for consumers across categories, the apparel category is poised for momentum. Apparel, along with tech and travel, ranks as the top category for increased consumer spending in 2025.
…and Gen Z is Buying It
For Gen Zers, apparel is an even greater priority as it surpasses all other categories for increased spending.
This generation is 4 times more likely than Boomers to boost their fashion spending.
In many ways, clothing is a tool for Gen Zers to showcase their authentic selves and to stand out, which they see as a worthwhile investment.
This willingness to invest also comes with a greater openness to experiment. Both Gen Zers and Millennials are twice as likely as Gen X and 5 times more likely than Boomers to try a new fashion trend this year, signaling a shift towards redefining their aesthetic.
Dressing to Express and Impress
The increased spending and experimentation reflects the growing excitement around fashion’s role in everyday life. Sixty-five percent of consumers declare that daytime fashion is “in”, defined by both stroll and scroll-stopping outfits, hair, and makeup during the day. This suggests that consumers are moving away from spending their days at home wearing athleisure and loungewear. Now, daytime looks require a perfect balance of comfort and presentation – outfits that feel casual but still polished and put-together.
This trend is particularly strong among Gen Zers. In fact, the percentage who agree that daytime fashion is “in” jumps to 81% for Gen Zers. When asked why, they point equally to two key reasons: a heightened emphasis on self-expression / personal style and the inundation of daytime looks being featured by their favorite online creators.
Dressing for the workday further influences daytime fashion choices. While a third of Gen Zers are prioritizing looking good for virtual meetings, that number jumps to 42% for millennials, a generation that is further along in their careers. As return-to-office policies evolve, daytime style – whether in an office, on the screen, or at a coffee shop – will be chosen more intentionally to create an elevated appearance with a focus on personal identity.
This all raises an interesting question – is daytime fashion for “me” or for “we”? When building a wardrobe, consumers navigate a constant push and pull between individuality and wanting to fit in or be accepted. They want to celebrate their authentic style but also feel external pressure from the ever-evolving, unspoken standards set by influencers and online trends. As a result, self-expression is not just personal – it’s also performative. Fashion brands and marketers must understand these competing desires in order to capture consumers who are primed to spend more in 2025.
An Audience at the Forefront of Fashion
Compared to the average shopper, consumers across Vox Media are more likely to spend more on fashion in 2025, representing a major opportunity for brands looking to reach and engage with committed fashion enthusiasts that invest in personal style.
The Cut, specifically, attracts trendsetting consumers who are taking a more intentional approach to fashion. In turn, The Cut’s recommendations have an undeniable impact that motivates users to shop.
- The Cut users are 2x more likely than non-users to try a new fashion trend in 2025
- The Cut users are 2.5x more likely than non-users to strongly agree that daytime fashion is ‘in’
- 80% of The Cut users describe The Cut as having style content they can easily connect with
- The Cut has inspired 71% of users to at least consider purchasing apparel, accessories, or footwear
Conclusion
This year, consumers are dedicated to growing their closets with purpose, selecting items that showcase both who they are and who they aspire to be. The future of style transcends aesthetics. It seamlessly merges authenticity with image, empowering consumers to make a bold declaration of self to the world.
There’s a big opportunity for brands and marketers to meet the moment and resonate with the most engaged fashion shoppers. Vox Media delivers an audience that is passionate about style and self-expression, and our brands offer a unique point of view that is sought out and trusted on a daily basis.
Read more about the Year Explained, by Vox Creative and the Vox Media Insights & Research team.
Research Partner: This study was commissioned by the Explainer Studio by Vox Creative, with surveys from Two Cents Insights. The Vox Media Insights and Research team surveyed over 2,000 U.S. adults representing the U.S. population in December 2024. Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Their expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development.
Illustrator: Lauren O’Connell
