In this episode of our TRENDZ series, which explores the lifestyles of Generation Z, ie. born between 1995 and 2012, designer Johanna Piettre Hermès talks about fashion, inspiration and social networks. Thanks to her brand La French Pique, she has found her fandom on Instagram where she is followed by over 100,000 followers, enough to fill a soccer stadium.
Johanna Piettre Hermès' grandmother did not know how to bake cakes, sew or embroider. However, this is the craft that the young 28-year-old turned to when she created her brand, La French Pique. And her ethically made, personalized clothes are a hit. Based in Marseille, France the embroiderer has mixed feelings about her relationship with social networks. They are not only a sales channel and catalog where she exposes her latest creations, but also a means to be in contact with her community.
Find out more in the portraits, sound slideshows and analyses in the ETX Studio TRENDZ series.
Some Gen Z takeaways from TRENDZ
The young people of Generation Z today represent 31% of the global population, and almost 50% in certain regions of Africa. On a global scale, they have spent €3,000 billion or just under €60 billion for France.
Eight times out of ten, people use the term Millennials instead of Gen Z to describe the generation born from 1995 onwards. Generation Y -- also known as the Millennials -- still comes top of searches on Google Trends, while Gen Z remains difficult to apprehend, seeing as there are more than 20 terms for naming it.
One major difference compared to other generations, is that Gen Z is characterized by its racial inclusivity. Plus, 48% of Gen Zers value gender fluid or gender neutral brands, according to research from McKinsey.