Zendaya and Molly-Mae Hague voted top influential fashion icons by Gen-Z Scots

Zendaya and Molly-Mae Hague voted top influential fashion icons by Gen-Z Scots

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American actress Zendaya and Love Island star Molly-Mae Hague have been crowned the most influential style icons by young Scottish females.

Rihanna, Kylie Jenner and singer Dua Lipa were also voted into the top five celebrity fashion favourites, according to new research by Laybuy.

In a survey of Scots aged 16-25, it was found that nearly a third confessed to buying the exact same items as their style icon.

Half of teens even admitted copying their favourite celebrity’s lifestyle – including going vegan, getting a tattoo or a specific haircut.

Rihanna was voted among the top five celebrity fashion favourites

Billie Eilish, known for her fluorescent hair and edgy style, came second in the UK-wide results but was shunned by Scots – only one in five of those surveyed said she was their fashion icon.

The research also explored the style inspiration for Scots men, with English YouTuber and rapper KSI coming in top thanks to his urban streetwear and red dreadlocks.

When it comes to Scotland’s two largest cities, 43% of females from Edinburgh opt for ‘simple’ style compared 31% of Glaswegians – who named looking ‘cool’ as the most important fashion statement.

Billie Eilish came second in the UK-wide results but was shunned by Scots

It was found that Nike is the most sought-after brand of Scotland’s young shoppers, followed by Gucci, Balenciaga and Supreme.

Those from Glasgow also splash more cash when shopping, spending on average £115 per month compared to Edinburgh at £109 per month.

Nearly a third of Scots aged 16-25 spend a week or more planning an outfit for a big event, taking to Instagram for inspiration.

But more than two thirds wait until payday before buying a coveted item, hoping it’s still in stock.

  1. Zendaya (41%)
  2. Molly-Mae Hague (40%)
  3. Rihanna (39%)
  4. Kylie Jenner (36%)
  5. Dua Lipa (25%)

Top celebrity style icons in UK

  1. Zendaya (31%)
  2. Billie Eilish and Kylie Jenner (28%)
  3. Rihanna (24%)
  4. Kim Kardashian West (23%)
  5. Molly-Mae Hague (21%)



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