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Why Consuming ’Til Collapse Has Become Gen Z’s Love Language by Merle Sophie Schaffers Scroll through TikTok or Instagram and you will inevitably encounter a haul video: young people unpacking not just ultra-cheap Shein or Temu clothes, but also Zara and H&M picks, thrifted designer finds, luxury sneakers and rare vintage “grails.” Cheap or expensive, every purchase is framed as a performance. What was once seen as compulsive or excessive shopping is now aestheticized and cel

by Ann-Kathrin Harbusch Image by Ann-Kathrin Harbusch “Do I need a jacket?“ is a question we ask ourselves almost every day. When we were children, our parents told us to simply look out of the window to decide what to wear. Today, even if you look outside, you have no idea what the weather will be like in the next hour. This uncertainty reflects how climate change has blurred the seasons over the years. We now wonder whether we really need a warm winter coat for the upcoming

by Dragana Vujmilović Photo by Dragana Vujmilović, Paris, 2023 At first glance, luxury fashion on Instagram looks flawless: glossy campaigns, staged minimalism, and polished storytelling that signals exclusivity. But there are tensions beneath the surface. Younger audiences now expect authenticity, sustainability, and diverse representation, not just attractive content. This article argues that while Instagram emphasizes the glittering world of luxury, it also reveals fundame