I’m a Gen Z Fashion Editor—8 Cool Brands I Look For When Shopping at Nordstrom

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.