Self expression has played a part in spending habits for a long time, but brands are working harder to give people new opportunities to reflect their identity. People now expect to see that same sense of self they found in a new car or a pair of shoes reflected in everything they buy – right down to their statement socks. Even grudge purchases (those things people need, but begrudge buying), like toilet brushes or car insurance, are being repackaged with personality.

Fashion plays a major role in young people’s lives, providing a way to express their identity. It’s particularly important for Gen Zers though, for whom style choices are determined by myriad factors. What’s moulding their approach to apparel, and how are they pushing fashion boundaries?

In the 2018 mid-term elections, clothing brand Patagonia is openly endorsing two democratic candidates, who have petitioned to protect green spaces in their respective states. In doing so, the eco-conscious brand is answering politically minded Gen Y's expectations for brands to back their values.

Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.