Social media has turned personal style into mass production, forcing a generation that values the planet to choose between their identity and their ethics.
The result is a dangerous disconnect: 94% of Gen Z supports sustainability, yet the pressure of the "weekly trend" cycle keeps 62% of them locked into a monthly fast-fashion habit that the environment can no longer afford.
To bridge the gap between Gen Z’s values and their spending habits, Goodwill will reposition itself as a destination for affordable, sustainable alternatives during NYC and Paris Fashion Week.
In order to do that, the brand will showcase the potential found within the aisles by curating looks pulled from Goodwill that demonstrate the vast range in every item through a top-secret runway show revealed after guests arrive.
