Project Description

Flourish or flounder in a world of ever-changing fashion and beauty trends

Love it or hate it, fashion, beauty and shopping trends have completely changed how the youth connect to a brand, how they make purchases and what really drives their loyalty.

Though most of SA’s youth are digitally inclined, research has shown that they have a desire for a real-life connection, so how can brands balance the latest insights on trends and combine them with meaningful experiences to make a lasting impact on today’s young people?

Watch the first Sunday Times GenNext online discussion of 2022, as a panel of experts, influencers and youth looked at some of the latest marketing trends in this industry, the standards that influence these trends, and marketing strategies that will not only allow brands to stay afloat in the tumultuous sea of ecommerce and digital opportunities, but also help them grow as others flounder.

Ruby Chikwiri

Account manager


Angel Ndlela

Influencer, content creator and artist

Sahil Harilal

Group fashion editor

Arena Holdings

Precilla Kalogeropoulos

Head of creative & productions SA


Musabbiha Jagot

Junior board of directors and account manager at APO Group