The 9 Most Popular Designers Gen Z Is Shopping Vintage

Shopping sustainably [1] is important to Gen Z, and that's no secret. With retailers like What Goes Around Comes Around [2], Sami Miro Vintage [3], and The RealReal [4] making it easier than ever to buy secondhand online, investing in vintage is an easy, sensible way for fashion enthusiasts to protect the environment. It's also pretty rad to own a piece of merchandise that not many others will have. Celebrities like Zendaya [5], Olivia Rodrigo [6], Emma Chamberlain [7], and Bella Hadid have their stylists help them pull from the Y2K archives [8] to make for some of the most shared moments on social media. And just like that, the cool factor becomes clear.

If you're thinking about hopping on the bandwagon and choosing preowned accessories instead of buying new, we thought you might be interested to know which luxury brands are most popular among young people right now. We talked to our friends at The RealReal, who used their data to help us uncover the most coveted gems on the site. Not only can we confirm that vintage demand rose 118 percent year over year among Gen Z (an increase greater than any other age demo), but we also know exactly what makes for the most enticing addition to their wardrobes. Read ahead to get the lowdown, then shop a wish list of hot-ticket items that fit the bill.

Chanel

Classic Chanel flap bags like Maude Apatow's are the most popular, but jackets, shoes, and oversize square Chanel sunglasses are next in line.

Louis Vuitton

The #1 most coveted Louis Vuitton item is a handbag à la Emma Chamberlain [10], who's a friend of the brand, but luggage and wallets don't fall far behind.

Gucci

Gucci shoulder bags are a go-to silhouette right now, but young people are also searching enthusiastically for sleeveless Gucci shirts (think crop tops and tanks) and pretty much every other accessory you can think of — from sunglasses to slides. Barbie Ferreira went for the latter.

Dior

Vintage Christian Dior purses, especially the ever-popular Saddle bag, are number one. But Dior tops, like the one Bella Hadid wears here, are also on the rise.

Fendi

Fendi is the fifth most-popular designer, with many people most excited about the archival Baguettes.

Prada

Prada handbags are also in high demand, but especially the little nylon pouches you can swing on the shoulder.

Hermès

The Birkin and the Kelly bag are most popular from the Hermès camp. Skai Jackson's original Kelly was actually sourced from Emotional World Vintage [11].