The Death of Trends: Why Personal Style is Taking Charge

Once upon a time, every garment was custom. From Bridgerton-era ball gowns to everyday workwear, clothes were sewn at home or cut to your body by a tailor. “Ready-to-wear” didn’t exist for the masses until war uniforms and sewing machines industrialised fashion in the 19th century. Fast forward a century, and we’re buying 60% more clothing than in 2000 but wearing it half as long. As if garments were tissues…

Now, the pendulum is swinging back. A generation exhausted by micro-trends is thrifting, upcycling, and demanding clothes that feel personal, powered by a new wave of fashion-tech.

Cultural Breakup: It’s Not Me, It’s Fast Fashion

Gen Z is done playing trend hamster wheel. 93% of Americans shopped second-hand online in 2023, fuelling a resale market worth >US$53B. And that’s not all… resale is growing 5× faster than traditional retail. And as for Australia, we’re not too far behind either, 80% of one Sydney Fashion Week attendee’s wardrobe this year was thrifted.

This isn’t just bargain hunting, it’s about identity. Thrifted fits mean uniqueness, a story, and a snub to fast fashion’s quality decline. And luxury isn’t safe either: Gen Z + Millennials will drive 75% of global luxury spend by 2025, but they’re channelling it into archive pieces and indie designers.

Tech Supercharging Personal Style

As always, Fashion-Tech platforms are right there, holding customers hands through these shifts. Many companies/ initiatives have sprouted in the the following categories:

Resale + AI treasure hunts
Just last week, Pinterest released a thrift shop on its platform, bringing the thrift store to your phone. AI layers make it frictionless: ThredUp lets you upload a pic to find similar pieces instantly, and Phoebe Gates’ Phia scans 250M resale listings in seconds, serving up the best value for money options for whatever you’re eyeing.

AI stylists & digital wardrobes
Mango’s AI stylist and Omoda’s Google-powered fashion bot act like digital BFFs, boosting conversions 2.5× by suggesting outfits. Meanwhile, wardrobe apps like Whering track cost-per-wear and nudge you to “shop your closet.”

On-demand manufacturing
The global custom clothing market hit US$50B in 2024 and is projected to triple to US$144.5B by 2034. Tech like 3D body scans, algorithmic pattern-making, and AI previews are cracking the code to deliver tailor-made clothing at scale.

What This Means for Brands

Fast fashion giants like Zara are testing resale (UK “Pre-Owned” platform) and limited customisation. Levi’s and Adidas have done custom initiatives. H&M has trialled resale and circular collections. But Gen Z may never see them as “authentic.”

Mid-market players (Country Road, Seed) have an edge if they double down on quality + values. Country Road pledged net zero by 2040 and invested AU$1.5M into climate action.

Luxury houses are redefining exclusivity with upcycling, resale partnerships, and bespoke touches (Louis Vuitton hand-painting initials; Dior custom straps).

Indie designers & upcyclers are thriving. A Melbourne upcycler stitched buyers’ names into garments at Fashion Week, creating community-led style.

Fashion’s Full-Circle Moment

History repeats with better tech. In 1811, nearly two-thirds of clothes in the US were homemade. The industrial era brought department stores and sweatshops; the 20th century normalised seasonal trends and offshore production. And now, Zara drops 500 new styles every week…

In the same breathe, digital customisation means you can tweak a dress neckline on your phone and have it cut to measure in weeks and not months. Meaning not just a time drop, but a price drop. For the first time in forever the “tailor-made revival” is here, but with mass efficiency.

Are We All Going Custom?

While a surge in personal style lends itself to custom clothing, these two things do not go hand in hand. As we’ve spoken about, we’re seeing a rise is resale, vintage, and unique accents on mass market items. Yet, the world where personal style to the masses means ‘I have an idea in mind, I’m going to get it made’ still seems a lifetime away.

At this moment in time, custom clothing still sits in it’s own corner. There for special occasions, when women don’t want to be caught in this seasons ‘dress of the year’, or god forbid fall in love with a dress they can’t get their hands on. We are seeing a rise in ‘Made-to-Order’ from emerging brands, but are we reverting back to mostly custom? Not yet. True made-to-measure at scale still faces hurdles: cost, logistics, and slower turnarounds. But the appetite is building — 75% of Gen Z want custom fashion, and nearly half are willing to wait longer. Expect hybrid models: semi-custom options, AI-driven data-led production, and small-batch manufacturing targeted to niches.

If ready-to-wear went from fringe to mainstream in 50 years, could custom do it in 20? Only time, and the will of these founders, will tell.

Pop Feature

Gaia Custom (Australia)

What they do: Gaia Custom is rewriting the rules for made-to-measure, illustrating exactly how custom clothing is being democratised & making a statement about the future of personalised fashion. Their hybrid approach, offering both pre-designed custom fits and full bespoke, shows how brands can scale personalisation without losing craft. The only challenge? Growing while maintaining the personal touch that defines them.

Why it matters: They blend a hybrid manufacturing model (Micro-factory + partner ateliers) with tech-enabled pattern personalisation. They position made-to-measure as an elevated yet accessible alternative to mass market clothing, with poetic product names that speak to identity and emotional resonance. Every piece is crafted made-to-order, reducing excess production by design.

Impact Scorecard: 7/10 – They are increasingly proving custom can be both scalable and accessible, setting a blueprint for ANZ and beyond. Their challenge will be scaling into the mass market.

Why It Matters Now

The trend cycle broke. Consumers aren’t asking what’s “in”, they’re asking what’s theirs. For brands, personalisation isn’t a perk anymore; it’s survival. Those who marry individuality with scale will win.

So here’s the provocations: In 2035, will our wardrobes be 80% custom, 20% thrift, and 0% generic? And, if AI can perfectly predict your style preferences and 3D knitting can create a custom sweater in hours, what exactly are you paying extra for when you buy "designer" off-the-rack?

Take care of yourself and share with a friend that still shops at Zara…

Grace & Rak