According to analysis by fashion business media, in the face of relentless luxury advertising, more and more Gen Z consumers are turning to secondhand and vintage pieces. An analysis by Esade (published in Forbes) shows that the global luxury consumer base has shrunk from 400 million in 2022 to 340 million in 2025, though total spending has remained relatively stable. ThredUp's 2026 Resale Report predicts that the global secondhand market will reach £296 billion (about $393 billion) by 2030, with Gen Z and millennials contributing the bulk of that growth. A joint survey by Boston Consulting Group (BCG) and Vestiaire Collective shows that 74% of Gen Z respondents cite price and affordability as reasons for buying secondhand clothing; secondhand fashion accounts for about 36% of Gen Z wardrobes and 45% of their handbag ownership.

Key Points

  • The global luxury consumer base fell from 400 million in 2022 to 340 million in 2025, while total spending remained roughly flat over the same period.
  • ThredUp predicts the global secondhand market will reach £296 billion ($393 billion) by 2030, with Gen Z and millennials as the main growth drivers.
  • A BCG and Vestiaire Collective survey shows 74% of Gen Z buy secondhand due to price; The RealReal data says vintage demand has risen 432% since 2020.

The Thrill of the Hunt

Secondhand channels open up items for young consumers that can't be found on current-season shelves. BCG found that Gen Z specifically seeks out limited-edition or sold-out styles to establish their personal style; about 80% say they have discovered or bought new brands through secondhand shopping. Consumer search behavior is also becoming more precise, with searches targeting specific years, fabrics, designers, and runway looks. For example, searches for 2000s fashion rose 93% over the past year. The RealReal's 2026 data shows that demand for vintage (generally defined as clothing at least 15 years old) has grown 432% since 2020.

Luxury Brands Borrow the "Distressed" Aesthetic

Luxury brands are increasingly incorporating worn, distressed looks into new collections. Prada's Fall/Winter 2026 womenswear featured dirty cuffs, raw edges, and loose threads, inspired by the brand's early designs; menswear used wrinkles, creases, and frayed details to give new pieces an aged feel. Coach likewise bridges current-season design with vintage style, with its Resort 2027 collection released in June 2026 using washed leather and patchwork techniques, and a pop-up event with Depop showcasing secondhand handbags. Diesel continued the trend in its Spring/Summer 2027 collection, showing ripped tops, unfinished tailoring, and heavily distressed garments. Miu Miu launched its Upcycled 2026 collection on May 18, 2026, reinterpreting vintage pieces from the brand's archives, including hand-finished classic white cotton shirts and khaki trousers, emphasizing a one-of-a-kind look.

Another Kind of Status Symbol

Older pieces tied to a specific era, designer, or collection give consumers a style more unique than current-season items. According to Vogue Business, 44% of secondhand luxury buyers are driven by the chance to "find a unique or rare piece." Luxury strategist Richard Gray told Vogue in September 2026: "The change isn't just what Gen Z wears, but how they wear it — new symbols, new gestures. Worn things paired with expensive things, a find from Vinted, plus a piece that doesn't quite fit in, a bit odd, a bit off — an anti-algorithm." Gen Z is still buying luxury, but resale offers young consumers another path to designer brands, especially earlier pieces and past collections. For luxury brands, the past is increasingly about how a new generation shops, dresses, and defines personal style.

Source: Why Gen Z Is Choosing Vintage and Thrifted Fashion Over New Luxury Clothes · Originally published 2026-09-30