Every day there are new articles about who Millennials are and what they really want.
Born between 1980 and 2000, often accused by previous generations of being lazy, vain and obsessed with the internet, these guys could simply be different and have their own way of seeing things. They are the first generation born in the XXI century, who lived the trauma of September 11 and the economic crisis.
Forget the typical way of life of the Baby Boomers: the Millennials prefer to start up their beliefs rather than earn more money doing a job that does not suit them, collect news from the web rather than watch TV, live in both real and virtual communities and take care of the quality of their lives.
They are the first generation born in the XXI century, who lived the trauma of September 11 and the economic crisis. In March 2017, The Guardian published an article titled ‘Millennial pink’ is the colour of now – but what exactly is it? about the latest obsession with fashion design: Millennial pink, or “Tumblr pink”, a color inspired by the color palette of Wes Anderson's film Grand Budapest Hotel and also by the "rose gold" iPhone, “a quiet and peaceful pink shade that engenders an aura of innocence and purity”, representing "a kind of ironic prettiness, or post-prettiness".
Millennials icons belong to the world of music and entertainment, but often work in very successful capsule collections in various fields of fashion.
Millennials are the buyers of today and tomorrow: they buy online, accumulate less and prefer the quality and uniqueness of the products, they are sensitive to the issue of respect for workers and the environment. The big luxury brands have understood, and keep courting them and trying to get on their wavelength.