Sustainable celebrations: Gen Z and millennials favor reused and rented outfits

Secondhand fashion is becoming a stylish staple in Portugal’s weddings and special events, driven by younger generations. According to a recent study by Klarna, the Swedish AI-powered payments and shopping platform, more Portuguese consumers are shifting toward sustainable choices for formal occasions—reusing, borrowing, renting, or shopping secondhand. Based on data from ThredUp and compiled by Klarna, the research predicts that secondhand fashion will account for 10% of global fashion sales by 2025 and is growing three times faster than the traditional market—expected to outpace it by 2027.

In Portugal, younger generations are reshaping the ceremonial dress code. Klarna reports that 36% of people aged 18–24 and 38% of those aged 25–34 already reuse, borrow, or rent their outfits for weddings and formal events. Meanwhile, 15% of Gen Z (18–24) and 19% of millennials (25–34) opt to buy secondhand.

Klarna, founded in 2005 by Sebastian Siemiatkowski, Niklas Adalberth, and Victor Jacobsson, describes this shift as “the new essential” for special occasions. Smart wardrobes, they note, are now extending beyond everyday wear into celebratory fashion.

“These figures confirm the growth of circular fashion, even in traditionally formal contexts like weddings,” said Alexandra Colac, Klarna’s director of sustainability.

“Consumers no longer want to choose between style and budget. Today, secondhand is a sophisticated, sustainable, and personality-rich option.”

“Rewearing a dress, finding a vintage gem, or renting a dream look is a smart way to celebrate both your style and your budget,” Colac added in the brand’s official release. “Through Klarna, shoppers can access platforms like Wallapop or Vestiaire Collective and pay in three interest-free installments.”