KFC and Crocs have entered into a collaboration to create a fried chicken-themed ‘Bucket Clog’, complete with chicken-scented charms. As young people engage with fashion in a more playful, tongue-in-cheek way, iconic brands are luring fans with lighthearted and ironic merch.

Though most of them weren’t alive to experience it first-hand, American Gen Zers are obsessed with ‘90s pop culture. Dumbgood is tapping into this ‘fauxstalgia’ with officially licensed streetwear featuring TV and film stills, turning its young customers into walking, talking, retro memes.

Drinks subscription company Flaviar has launched a collection of ‘half-assed’ Christmas gifts that double as a $300 annual membership to the spirit-enthusiast club. The brand’s tongue-in-cheek approach aims to appeal to consumers who appreciate the humor and playful side of luxury brands.

Luxury fashion is undergoing a revolution. As the market welcomes a growing number of Gen Yers and Zers, the values once ascribed to luxury are less relevant. Streetwear company Madhappy is seizing this moment, setting an example for high-end brands looking to attract a younger cohort.