“It’s Not All Behind a Screen”—Why Some Gen Z-ers Are Shopping Made-to-Measure
Writer Jalil Johnson explores how some members of Gen Z use made-to-measure fashion as a tool to ground themselves in community and resist algorithm-backed trends.
Reported by Vogue.
There's a particular kind of rebellion happening in high-end tailoring shops right now, and it looks nothing like what Gen Z is supposed to want. While the rest of the generation allegedly scrolls through TikTok trends and buys accordingly, a growing contingent is doing something radically analog: commissioning custom-made clothes. They're spending hours debating fabric weights with sales associates, requesting specific button placements, and waiting weeks for items to arrive. It's the opposite of fast fashion's instant gratification, yet it's somehow become the new marker of individuality for a generation supposedly addicted to algorithms.
The shift makes sense when you examine what Gen Z actually wants from brands, according to Vogue Business research. This cohort demands specifics—exact price points, material composition, construction details—the kind of granular information that made-to-measure inherently delivers. "They're more opinionated about the details, which I think is amazing, because those are details that are embedded in tailoring," says Olivia Villanti, founder of Chava Studio, whose custom shirts start around $570. For Gen Z, this level of input isn't a luxury—it's a prerequisite for authenticity.
The Intimacy Factor
What made-to-measure offers that no algorithm can replicate is genuine relationship. Commissioning a suit from a tailor involves conversations, fittings, and a craftsperson who actually knows your body and preferences. Isiah Magsino, who commissioned a piece from Huntsman on Savile Row, describes it plainly: "They're involved in your life. You're going out to dinner with them, you're having conversations with them." This isn't transactional—it's community building in physical space, which carries particular weight for people who grew up online. Bjorn Eva Park, who runs alteration studio Eva Joan, notes that younger clients are "obsessed with errands and community"—they come in energized to discuss their garments as though they've invested in something real.
That nostalgia piece matters too. Many Gen Z clients reference vintage imagery and historical garment-making as their starting point, channeling a past they often never lived through. For 26-year-old Audrey Kalman, commissioning custom denim reconnected her to a great-grandmother who made her clothes. "It's important to feel like you're doing something new," she says. "There is actually some handiwork going into our lives still, it's not all behind a screen."
The real twist: Gen Z isn't rejecting digital culture by choosing made-to-measure. They're just refusing to let it be the only option.
Read the original at Vogue.
