From Timothée Chalamet’s magenta Stella McCartney suit to Billy Porter’s tuxedo dress, fashion is undergoing a transformation as people increasingly subvert traditional gender norms. Now, even stereotypically 'female' footwear is being adopted by men.

Gen Z hypebeasts have been a driving force behind the popularity of ‘buy now, pay later’ schemes and luxury mystery boxes. But why exactly are these services so appealing to the young and affluent? And how can brands adapt their offerings to attract these shoppers in a crowded online marketplace?

With Hi_GuyZ!, Yoox is looking to create a playful e-commerce experience that’s attractive to digitally minded Gen Zers. By winning over this younger cohort, the brand is hoping to cultivate long-term loyalty so young consumers will continue to shop with the company’s portfolio as they age.

Gen Z pop star Lil Nas X is one of the new leaders of pop culture influence. With his genre-defying music and his social media presence as an online troll, he’s been able to garner a multitude of fans across different generations who fiercely protect and champion his music and his queerness.