An evolution in design, anOnlyChild’s ‘Just a Pinch’ collection showcases how subtle tweaks in silhouette can make the biggest impact. Shot in New York City, this campaign celebrates Gen Z’s blend of restraint, creativity, and individuality. #GenZSty
Understanding Gen Z: The New Wave of Fashion and Culture in New York City
Born between 1997 and 2012, Gen Z is quickly making its mark across industries, and New York City is ground zero for their fashion revolution. Known for their entrepreneurial spirit and social media savviness, Gen Z isn’t just consuming fashion — they’re shaping it. This tech-immersed generation is redefining what it means to be stylish, blending nostalgia with futuristic design, constantly pushing the boundaries of self-expression.
When it comes to fashion, Gen Z gravitates towards bold, unique looks that exude individuality, with sustainability, inclusivity, and authenticity at the forefront of their shopping habits. They value quality over quantity, often favoring pieces that not only look good but also feel meaningful. Work-wise, many Gen Z-ers are redefining the 9-to-5 grind with creative freelance gigs or starting businesses right from their laptops. When it comes to social activities, they are constantly on the move — whether it’s an impromptu gathering at a rooftop bar, attending art events, or connecting through viral TikTok trends. The influence of this generation is undeniable, and New York City provides the perfect backdrop for their dynamic energy.
Behind the Lens: “Just a Pinch” — More Than Just a Campaign
The anOnlyChild Spring/Summer 2025 collection, titled “Just a Pinch,” is more than a collection — it’s a movement, a narrative, and an embodiment of how Gen Z is transforming the fashion landscape. Directed by Maxwell Osborne and shot by photographer Tyler Joe, the campaign takes place against the urban pulse of New York City, where the city’s structured skyline mirrors the collection’s intricate, deliberate design. This decision wasn’t accidental. New York is synonymous with energy, precision, and innovation — all themes that run deep within the collection.
Osborne’s vision of “playing with restraint” comes to life in the campaign’s imagery, where precision meets fluidity. The concept revolves around how the smallest changes can completely redefine a look, symbolizing Gen Z’s subtle yet bold approach to fashion. The campaign uses a mix of traditional yet edgy silhouettes, creating an aesthetic where every pin of the needle in the design has a purpose — nothing is extraneous. This philosophy mirrors the way Gen Z curates their identities, selectively pulling from various influences to create something uniquely their own.
The Collection: Reworking Tradition, One Pin at a Time
The Spring/Summer 2025 collection is a masterclass in simplicity and elegance. With hard angles and tailored edges, “Just a Pinch” showcases reworked traditional silhouettes, with minor tweaks to sleeve shapes and bottom cuts that elevate the overall look. The subtle adjustments create a modern, sophisticated edge without sacrificing comfort or individuality — a perfect reflection of the mindset that defines Gen Z fashion.
By refining fits and removing excess fabric, the collection reflects a move towards more intentional, sustainable fashion. These pieces speak to a generation that cares about what they wear, but equally about how their clothing is made. They’re opting for high-quality, versatile staples that transcend trends, making every piece in the collection not just a purchase, but an investment.
From oversized coats that hit the perfect balance between comfort and structure to minimalist yet sharp tailored pants, each item in the collection has been meticulously crafted to offer something for every occasion. Whether it’s an afternoon brunch in Soho or an evening gallery opening in Chelsea, these looks blend seamlessly into the daily rhythms of New York’s creative elite.
The Visionaries Behind the Collection
The collaboration between Maxwell Osborne, Tyler Joe, and stylist Ronald Burton III is a testament to the power of creative synergy. Osborne’s eye for clean lines and restrained design is matched by Joe’s ability to capture the essence of New York’s raw, untamed energy through his lens. Stylist Ronald Burton III further elevates the collection by ensuring each model embodies the effortless chic of Gen Z, with carefully chosen accessories that subtly amplify the looks.
Casting for the campaign was handled by Trevor Swain, ensuring the models not only showcased the garments but also represented the diverse, multi-faceted nature of Gen Z. The individuals featured in the campaign aren’t just fashion models — they’re influencers, creators, and trendsetters in their own right, echoing the ethos of the collection.
Final Thoughts: anOnlyChild and the Future of Fashion
With the launch of its Spring/Summer 2025 collection, anOnlyChild proves that even the smallest shift can have a profound impact. By embracing the Gen Z mindset of precision, authenticity, and bold creativity, the brand is positioning itself as a key player in shaping the future of fashion. This collection is more than just about clothes — it’s about attitude, identity, and how fashion can be a tool for self-expression.
As Gen Z continues to dominate the cultural and creative spaces, anOnlyChild’s “Just a Pinch” campaign reminds us that the most subtle details often carry the greatest weight. For a generation that thrives on reinvention, this collection offers a refreshing reminder that sometimes, the most powerful change comes from the smallest of adjustments.
In the world of fashion, as in life, a little pinch of something can make all the difference.
CREDITS:
Creative Director: Maxwell Osborne
Photography: Tyler Joe
Stylist: Ronald Burton III
Assistant Stylist: Jaleel
Casting: Trevor Swain
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