Whether you’re a true Gen Zer like me, on the cusp (hello, my zillennials), or a millennial, we can all agree that my generation’s love for fashion is undeniable. Understanding where Gen Z is shopping proves more difficult; the generation that prides itself on being underground is prone to gatekeeping. I’m here to invite you behind the scenes to see where fashionable Gen Zers shop in 2026. Spoiler: The Nordstrom Space Emerging and Advanced Designers collection is a prime place to start.
I asked my fellow Gen Z Who What Wear editors which Nordstrom brands they follow. As I suspected, they did not disappoint. Taking to heart their editor-approved recommendations and my Nordstrom go-tos, I’ve put together a list of eight Gen Z–loved brands that deserve a spot in your shopping cart.
Don’t be surprised if you see editor-favorite brands like Paloma Wool and Sandy Liang. Keep an eye out for emerging designers like Tanner Fletcher and Justine Clenquet, who are redefining Gen Z style. You’ll find 2026 Gen Z trends like slouchy silhouettes, lots and lots of layers, and subversive basics; surprising shoe trends (hint: “weird” shoes are back); playful prints; and a progression toward fashion without gender labels. If you’re looking to broaden your horizons, come with me as I shop brands from across the globe. We’ll stop in Paris and Copenhagen, visit the Mediterranean in Mallorca, and get lost in NYC. Ahead, meet the eight editor-approved Nordstrom brands I look for as a Gen Z fashion person.
8 Gen Z Editor–Approved Brands at Nordstrom in 2026
Paloma Wool
“Not to be that girl, but I’ve been a Paloma Wool customer since 2018, and even though my personal style has changed many times over the years, Paloma Wool has grown up with me. I love its unique spin on simple silhouettes that have continued to be anchors in my closet.” — Daniela Guevara, associate social media editor
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