In 2024 Gen Z style though their Notes app

The most common statement when looking at one's own wardrobe is "I have nothing to wear." Yet, despite the feeling of disorientation in the face of the perfect outfit challenge, the data speaks clearly: compared to twenty years ago, we consume 400% more clothing. Faced with the increasingly urgent challenge of sustainability, some studies suggest that to make our wardrobe truly sustainable, we should reduce clothing purchases by 75%. Nevertheless, the entirely unsuspected ally of Gen Z in achieving this goal is the ordinary Notes app. Used by some as a diary and by others as a dump of information, the app has recently found a new purpose: a personal fashion archive.

Since iOS 17 was released last September, one of the most viral features has been the ability to create stickers from images (including selfies) that can be copied and pasted into Notes, creating a gallery of their looks. In practice, more and more people have started using the app to digitally monitor their wardrobe. As in the cult film of the 90s Clueless, where the protagonist Cher Horowitz let her computer decide what outfit to wear every day. Almost thirty years later, Gen Z utilizes the Notes app as a digital ally to document their daily outfits. Some catalog their clothes by daily activity, while others prefer to organize their digital wardrobe by individual garment: it doesn't really matter which criterion you choose, but the convenience that the app offers. We've seen this with meal planning, which involves planning daily meals; now, thanks to the Notes app, we can create an outfit calendar based on commitments and occasions.

On TikTok, these contents have millions of views and have given rise to enthusiast communities, where user @ameliakeindl managed to reach 4.5 million views by showcasing her outfit archive. Similarly, last December, German influencer Marlon Noah posted a video in the same vein, which garnered over 200k likes on the platform, proudly declaring himself an "outfit repeater." Unfortunately, one of the limitations of the Apple app is its static and non-interactive design, in addition to the lack of an option to randomize clothes and create a "surprise" outfit. In response to this need, apps like Whering have emerged, allowing users to upload all their clothes and accessories, creating a blank canvas to assemble outfits. A mechanism similar to Polyvore, the iconic 2010s site used by young people to create imaginary outfits inspired by their favorite stars. Although cataloging all clothes on Whering requires a tedious cataloging process, it helps to culminate a fantasy reminiscent of Gen Z's childhood film. The fascinating element of this new phenomenon is the "gamification" of styling. Just as in the 2000s with games like Style Boutique and Giulia Passion Stylist, where players could access a wardrobe to create hundreds of combinations of clothes based on the scenario. Now, just create miniature versions of oneself on the Notes app, recalling Polly Pocket, the small stature Mattel doll who always carried her wardrobe with her, as described by user @hannahg11 in her TikTok.

With 4 million users on Whering and thousands of social media posts about the innovative use of the Notes app, it is clear that this is an interesting market for brands to utilize, both on a small and large scale. In the case of local communities, the Whering app has already implemented partnerships with small brands that can help extend the life of a garment, from local tailors to eco-friendly dry cleaning. Similarly to brands like Golden Goose or Coach, which offer in-house services to repair and restore purchased items, and have dedicated programs to give new life to their products. On a more global scale, there could also be potential for the Notes app. For example, researcher Agus Panzoni has suggested that one possibility would be the creation of downloadable stickers by brands, thus participating in the creative styling process.

The innovative creation of a handy archive is just one of the many solutions that have addressed the same issue in the past year. Another example is the Hard 75, a challenge devised by American trend forecaster Mandy Lee, which involves creating a different outfit every day for 75 days, documenting them, and, throughout the challenge, absolutely avoiding fashion purchases. At times, it's almost a return of the capsule closet, focusing on the quality and adaptability of clothes. It seems that the public is ready to enter a new era of fashion, more focused on introspection and individuality. Between the Notes app and the various Gen Z styling trends, there are signs of a return to originality, without the panic of repeating an outfit. As Mandy Lee herself states, "repetition creates personal style."