Gen Z Says is a bimonthly column chronicling the latest trends in the fashion-and-beauty space through the lens of Who What Wear’s own Gen Z editors. Expect a download on the upcoming class of tastemakers, emerging designers, and shopping and style choices straight from the generation setting the trends.
There’s a particular kind of magic that happens when you ask Gen Z’s most stylish, plugged-in tastemakers what they actually want for the holidays. It’s not the algorithm-approved bestsellers or the last-minute panic purchases. Instead, it’s all about the objects—beautiful, clever, useful, or just delightfully unserious—that genuinely spark joy for the Youths™ shaping the zeitgeist right now. In essence, that’s the spirit behind this year’s Gen Z gift guide: a curation from the editors, stylists, creatives, and digital multi-hyphenates who define our generation’s sensibility, each with a distinct vision, craft, or aesthetic lens.
What emerged from these conversations is a refreshingly intentional approach to giving. Our picks aren’t about excess for excess’s sake. They’re about thoughtfulness, pleasure, and the small luxuries that make everyday life better—whether that’s a velvet tassel eye mask for the friend romantically devoted to their sleep routine, a viral mini hairbrush for quick post-subway hair recovery, a device designed to curb terrifyingly high screen-time habits, or a list of charitable organizations worthy of meaningful end-of-year donations. There are indulgences, too: an engagement ring upgrade, the perfect It-girl phone case, and a cult-favorite lip gloss we’re all still obsessed with.
As a lifelong gift giver, I’ve learned that the best presents are the ones chosen with intention, not impulse. My hope is that these taste-driven, deeply personal recommendations inspire your own holiday gifting, whether you’re shopping for your Gen Z friends, co-workers, family members, or even treating yourself (which, let’s be honest, you absolutely should).
Ella Emhoff
Ella Emhoff is a Brooklyn-based multidisciplinary creative known for her boundary-pushing knitwear, playful design sensibility, and growing footprint in the fashion and art worlds. A model, designer, and visual artist, she brings a quirky, craft-driven perspective to contemporary style, shaping conversations around individuality and the future of independent fashion. Emhoff is also the creator of Soft Hands Craft Club.
I always feel a lot of stress around holiday gift-giving—this mix of pressure to top whatever you did last year and a looming antsiness about getting it right. This year, I’m focusing more on gifts centered on health and wellness, mixed with goodies from my favorite independent brands. The last thing the people in my life need is more stuff, especially useless stuff. I want to be intentional about what I’m buying, really evaluating whether it will be a positive addition to someone’s day-to-day.
To be fair, I usually prioritize handmade gifts, but I know that isn’t accessible for everyone—so I always encourage tapping the crafty people in your life to step in.
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